90. SAY 'PEPSI', PLEASE!

Pepsi Cola was first introduced to the world in 1898 by Caleb Bradham, who made it at his pharmacy where the drink was sold. It was later named Pepsi Cola, after its main ingredients--pepsin and kola nuts. Pepsi would soon become Coca-Cola's chief competitor, rivalling it in marketing and promotions by coming up with unique merchandising materials such as this in-store enamel sign of the Pepsi crown. These giant crowns bearing the Pepsi Cola logo with its familiar flourish were common sights on storefronts in the 50s and early 60s, where a pair often flanked the store name. In the 70s, these 2-dimensional crowns were replaced by flat tin sheet, which in turn gave way to cheap, easy-to-print tarpaulin sheets. This example was found in a Makati basement thrift shop--one of my first 'advertiques'. Come alive!