388. A 1950s PEPSI COOLER PROJECT

368. Advertique: '60s PEPSI 'The Big One" STORE SIGN

A well-preserved piece of Filipiniana merchandising for the other softdrink icon--Pepsi Cola. In the mid 60s, Pepsi came out with a bigger size bottle and came up with the solgan--The Big One--to describe it. A barong-clad Filipino holding a Pepsi bottle became the trade character of the campaign, always shown alongside the red-white-and-blue Pepsi logo. For just 12 centavos, one could enjoy the big taste of Pepsi--"Big size. Big value. Big refreshment"--so went the advertising.

The image and the slogan were widely used in print ads and merchandising materials, like this sari-sari store sign flange in good-to-fair condition. The frame of the the painted tin sign is still intact, and it dates from 1966. Of course, modern exterior store signs are now made of framed tarpaulin or canvass. Though lighter, they are less durable than this Pepsi tin sign that has managed to retain its vibrant colors after half-a-century.  And still to this day, everyone continues to enjoy "The Big One'--Pepsi Cola!

201. PEPSI COLA SHELF

A retro mid-century moderne Pepsi Cola wall shelf given as a premium to stores in Thailand, found at the famous Chatuchak weekend market in Bangkok. Classic free-form amoeba shape back panel dates this to the 50s. The tin shelf ledge itself is very narrow, so maybe this was used to hold match boxes, or collect discarded Pepsi crowns. Pepsi collectibles have always played second fiddle to Coke items, but this is a rare piece as localized advertising premiums of international brands like Pepsi are hard to come by in Thailand. When I found it, I sure had a Pepsi Day!

115. PEPSI GLASSES FOR YOUR PEPSI DAYS!

Good old Pepsi Cola ahve always given Coke a run for ts money. At one point, it was the no. 1 selling softdrink brand in the Philippines, endorsed by the country's top stars like Nora Aunor and Torso Cruz (Remember, 'Have a Pepsi Day!'). Coke countered with its "Coke Is It!" campaign, and Pepsi answered back with "The Pepsi Generation". Like Coke, Pepsi offered an oddball assortment of advertising premiums--but these glasses, stamped with the graceful Pepsi Cola script, were common functional giveaways. They were collected through crown or 'tansan' redemptions, and were favored premiums for canteens, restaurants and carinderias. I found a whole set of 12 glasses at my favorite antique dealer--and now these pop-art Pepsi glasses repose in my old cabinet, ready to be used in case I feel like having a 'Pepsi Day'!