The Old Road Series - Plate XVIII
Date: September 1988
Edition Size: 850 S/N - Issue Price: $45.00
Artist Proofs: 50 S/N - Issue Price: $65.00
Print Size: 13 x 24
to the enthusiasm of one of my print collectors I discovered
this old Pepsi-Cola barn along Highway 7, just north
of Madison, Indiana. The sign was barely visible. It
is difficult to date the sign because the ornate logo
was used by the company from its earliest days.
was created by Caleb D. Bradham at his pharmacy in New
Bern, North Carolina. The young pharmacist experimented
with new flavor combinations at his fountain and at
some point during the 1890s, created a concoction he
soon called Pepsi-Cola. Although he applied for a trademark
on September 23, 1902, he had been using the logo as
early as August 28, 1898. In December of 1902, he formed
the first "Pepsi-Cola Company", selling his
new product in gallons to soda fountains throughout
his home state. Individual bottles appeared in 1904.
By the end of 1906 there were 15 bottling plants. By
1910 there were 280.
has been popular for years, including the recent "Pepsi
Generation" of the 1980s. Perhaps you recall with
nostalgia the advertising jingle written in 1940 - four
lines that were on everyone's lips:
hits the spot
Twelve full ounces, that's a lot
Twice as much for a nickel, too
Pepsi-Cola is the drink for you!