SIPPING THROUGH TIME: The Nostalgic Allure of Classic Soda Advertising Collectibles
March 4, 2025
Posted by Barrett-Jackson
2025 SCOTTSDALE AUCTION – SATANET SODA TIN LITHO SIGN – SOLD! $49,450
Step into an era when roadside diners, corner drugstores and bustling service stations were adorned with colorful soda advertisements, each promising refreshment and delight. Vintage soda advertising collectibles, steeped in nostalgia, are among the most coveted pieces at Barrett-Jackson’s Automobilia Auctions. Some collectors seek out memorabilia from iconic brands, while others are drawn to the charm of classic signs, trays and displays featuring stunning artwork from renowned artists. Whether once hanging in a neighborhood grocery store or perched on a soda fountain counter, these pieces capture the essence of a bygone era, preserving the artistry and allure of timeless soft drink advertising.
Coca-Cola reigns as the ultimate soda brand and a favorite among collectors, thanks to its vast array of eye-catching advertising memorabilia. While Coca-Cola may be the most popular, a treasure trove of other vintage soda advertising brands also hold significant collectible appeal.
Pepsi-Cola, Vess, Whistle, Smile, 7UP, Howdy, Kist, Hires, Dr Pepper, Grapette Soda, Squirt, Orange Crush, Orange Squeeze, A&W, Bowey’s Root Beer, Dad’s Root Beer and Barq’s have all left their mark on the golden age of soda marketing. Beyond these household names, smaller and lesser-known soda companies, such as Stoecker, produced rare and visually striking memorabilia that continue to intrigue collectors. Each sign, bottle and promotional piece serves as a nostalgic window into a time when soda was more than just a drink ‒ it was an experience wrapped in bold colors, catchy slogans and timeless design.
2025 SCOTTSDALE AUCTION – LARGE 1960s 7UP TIN SIGN WITH ANIMATED NEON – SOLD! $37,950
Soda became a popular drink of choice for its healing properties. Its origin is medicinal, stemming from naturally carbonated waters found in volcanic springs; those effervescent properties making it a prescribed remedy for stomach issues. Researchers, fascinated by soda’s lack of side effects, explored and recreated the process of dissolving chemical compounds of gas bubbles in water, leading to the product we know today.
Over time, different flavors were added and the method of distribution evolved from pharmacies to soda fountains and eventually glass bottles and cans that could be purchased almost anywhere.
Early soda advertising often featured bold claims about health benefits or catchy slogans designed to captivate consumers. Memorable taglines like “Enjoy Vess – Billion Bubble Beverages” and “Bevo – The All-Year-Round Soft Drink” reflected a time when companies sought to distinguish their products with unique branding. Some early campaigns even encouraged customers to purchase soda by the case, boosting sales through bulk buying incentives.
As advertising evolved, soda signage became simpler, shifting focus to brand recognition with minimalist yet powerful messages. Iconic slogans such as “Drink Coca-Cola” and “Have a Pepsi” emphasized brand loyalty and ease of recall, ensuring these companies remained at the forefront of consumer choice. Today, these vintage signs are highly sought after by collectors, prized not only for their nostalgic charm but also as enduring symbols of a golden era in soda advertising.
Soda advertising collectibles encompass a wide range of items, each offering a glimpse into the golden age of soft drink marketing. Coveted pieces include neon signs advertising various brands, syrup dispensers, tin and porcelain signs, serving trays, clocks, thermometers, coolers, wooden crates, menu boards, promotional radios, bottle openers, postcards and much more.
2025 SCOTTSDALE AUCTION – 1950s DR PEPPER VENDO 81 MODEL B SODA MACHINE – SOLD! $32,200
“With it’s variety of color and fun, sometimes quirky icons and slogans, vintage soda advertising is its own form of pop art,” said Rory Brinkman, Automobilia Director at Barrett-Jackson.
Recent top-selling soda collectibles at Barrett-Jackson have included a Santanet Soda tin litho sign that crossed the block for $49,450 at the January 2025 Scottsdale Auction. Other remarkable sales include a large 1960s 7UP tin sign with animated neon that sold for $37,950 and a 1950s Dr Pepper Vendo 81 Model B soda machine that crossed the block for $32,200, both selling at the 2025 Scottsdale Auction. At the 2024 Scottsdale Fall Auction, a 1950s Squirt coin-operated soda machine sold for $6,325.
Clocks advertising soda brands are also popular collectibles on the Barrett-Jackson auction block. Two Pepsi-Cola neon clocks – one from the 1950s and another example from 1951 – sold for $21,850 and $10,350 respectively at the 2022 Scottsdale Auction. Tin signs were also popular advertising mediums for soda companies. An Orange Crush soda tin sign from the late 1950s/early ’60s caught one bidder’s attention at the 2022 Scottsdale Auction, selling for $5,175, while a 1948 Whistle Soda embossed tin sign brought in $4,025 at the 2024 Scottsdale Auction.
Vintage soda advertising collectibles offer a fascinating glimpse into the evolution of marketing and branding in the soft-drink industry. Whether featuring iconic brands like Coca-Cola and Pepsi or rare memorabilia from short-lived regional soda makers, each piece carries a unique history and collectible appeal. As interest in antique advertising continues to grow, these timeless artifacts remain cherished by collectors, preserving the legacy of an era when soda was more than just a beverage ‒ it was an experience.
Written by Nicole Ellan James