"Pop" Culture Paraphernalia

By Mike Gange

The Encyclopedia of Pepsi-Cola Collectibles

Bob Stoddard

Krause Publications, $34.95, 256 pages.

You could never dream how much money there is in empty Pepsi-Cola bottles. Or in any of the thousands of collectibles available bearing the logo of the big name soft drink company.

Bob Stoddard likely never figured it was so much either. His interest in collecting Pepsi-Cola paraphernalia began in 1977, when he purchased a vintage Pepsi cooler. Since then, he has become an authority on Pepsi collectibles, now owning one of the largest collections in the world, with more than 3 000 items. Stoddard is founder of the Pepsi-Cola Collectors Club and is often a historical consultant for movies. He has published four other books, all related to collecting Pepsi products. Stoddard’s company "Double Dot Enterprises" refers to an earlier trademark where Pepsi used a colon instead of a hyphen between the two words in the brand.

Pepsi-Cola, like most other colas, traces its roots back to a corner drug store. In 1898, Caleb Bradham of New Bern, North Carolina, invented Pepsi calling it Brad’s Drink. But Bradham realized he needed a more marketable name and, intending that customers would associate his product with pepsin, a digestive enzyme, he coined the term Pepsi:Cola. The drink has never contained pepsin, however. By 1905, demand for Pepsi-Cola had increased to the point that Bradham decided it was time to offer the drink for sale in bottles. By 1910, there were 240 bottling franchises in the U.S. Sugar rationing in the war years seriously threatened the existence of the company and several times through out its history, it was on the brink of bankruptcy. Every possibility was explored as a marketing device to help drive the sales of Pepsi.

Stoddard’s book is a 256 page colour catalogue of what to look for in Pepsi’s marketing devices and collectibles. Divided into four sections – signs, containers, novelties and toys, and paper collectibles, Stoddard’s book features 2,000 individual items. He has rated the availability of products from "A"– accessible – to "E+" – extremely rare – and includes the year the product was released and its best value, if the collectible is in mint condition. For example, serving trays were one of the oldest and most consistently used promotional items, partly because of the early sales at soda fountains. Often decorated with pictures of a pretty, vivacious, young woman, serving trays are sought after by collectors so prices are constantly rising. A rarely found 14 inch tray from 1908 will fetch $4000, while a 13 inch 1945 model with only the crimped style bottle cap across the surface will sell for $225.

The 27 inch high rectangular Pepsi thermometers, once found at the door of nearly every old country store, date back to 1945 and can range up to $750. Many old-time stores also had some sort of a porcelain billboard hanging at the front door. Made for extreme weather, these durable signs were the most expensive Pepsi products made and have become very rare. A 40" x 34" sign from 1934, shouting "Pepsi:Cola 5c" is worth $1200. A metal version, dating back to 1909, and reading "Drink Pepsi:Cola delicious, delightful" (and interestingly made only in white letters on red metal, not the typical Pepsi red on white, and without any blue) will fetch about $1000.

Not only is Stoddard’s book a great source for collectors of Pepsi-Cola memorabilia but it is also a nostalgic walk through time, showing the evolution of Pepsi-Cola advertising: the 1950's signs have stylized artwork rather than photographs; those once ubiquitous 1940's clocks show the charming mixture of neon and plastic; beginning in the late 1930's through to 1950, Pepsi used ads with Keystone Cops-style characters "Pepsi" and "Pete", drawn in the late 1940's by well known artist Rube Goldberg. It is interesting to see, too, how the slogans have changed. "Refreshing without filling," "Say, Pepsi, Please!" "More bounce to the ounce," "You’ve got a lot to Live" and "The Pepsi Generation" are just a few.

Along with the hundreds of detailed photographs, Stoddard has included interesting tid-bits about the company history, its evolution and development from fountain drinks to bottling giant.

And the value of those Pepsi bottles? A 1934 12 ounce long neck will be worth $500. A 1905 six ounce stubby will bring in a cool, thousand bucks. Now that is delightfully refreshing.

Mike Gange teaches Media Studies and Journalism at Fredericton High.