Lot # 2546: 1954 Monte Irvin Coca-Cola Stand-Up Counter Advertising Display

Coca-Cola cardboard advertising sign featuring Hall of Famer Monte Irvin. Irvin is pictured in his New York Giants uniform as he holds a bottle of Coca-Cola in his hand. The "Drink Coca-Cola" logo appears next to Irvin's image. The lettering above the logo reads "Monte Irvin - Slugging star of the New York Giants." A 1954 copyright notice appears in the lower left corner. Irvin (along with Satchel Paige, Roy Campanella, Larry Doby, and Billy Bruton) was one of the first African American ballplayers to be recruited by Coca-Cola for one of its advertising campaigns, and his appearance on this sign is a clear indication of the enormous social change that was slowly taking place in America at the time with regard to segregation and race, and marketing to the black community. Although we believe this sign was produced to be displayed exclusively in black communities (perhaps playing a role in its extreme rarity today), it is possible that it saw wider circulation in the New York market as well. The sign (11.5 x 14.75 inches), which was designed for store display, exhibits moderate handling wear commensurate with its age and former use, including moderate creases, light surface abrasions, and edge wear. There are also two small tears and an irregular cut along the bottom edge. The reverse has paper loss and light staining on the easel back. There is a string attached at the top of the easel. Despite a technical grade of Good, none of the flaws significantly detract from its outstanding overall Excellent appearance. The size/weight of this item requires that there will be an additional shipping charge for this lot.