Thursday, June 7, 2012
225. Advertique: COKE "LEYTE" WARTIME AD
I found this full page, full color ad of Coca-Cola with a WWII theme in a U.S. flea market. It's a fascinating piece of ephemera, blending product sell with a bit of world history. What makes it even more interesting is the fact that depicts a Philippine scene---with reference to MacArthur's place of return, hence the headline: .."Yank friendliness comes back to Leyte".
This particular ad was part of a post-War advertising campaign mounted by Coke in 1945, as the world prepared to put the war behind and move forward. Similar ads--both in color and black and white--featured scenes from countries such as Brussels, France and Admiralty Island.
The artwork for the Philippine realistically depicts a village with nipa huts, with two Pinoy husband-and-wife vendors giving out Coke to their amiable "amigos'. "Ice-cold Coca-Cola has become a symbol of goodwill--and everyday example of how Yankee friendliness follows the flag around the globe"--so goes the copy. Wartime Coke ads are very collectible, redefining the brand role in difficult, critical times by associating the product beyond refreshment, in this case, elevating the soda as a symbol of patriotism and American international goodwill.