It's the late '40s. Harry Truman is in the White House. Millions of World War II heroes attend college on the G.I.Bill. The World Series appears on TV for the first time. And Americans often savor their post-war euphoria with the refreshing taste of COCA-COLA.
Born in an Atlanta pharmacy near the end of the 19th century, COCA-COLA was already a household name in the '40s...and would soon become the most recognized brand in the world.

In the middle of World War II, General Dwight Eisenhower requested 3 million bottles of COCA-COLA and equipment for bottling, washing, refilling and capping twice monthly.
In 1945, "COKE" was registered as a trademark by the U.S. Patent and Trademark Office. And, in 1950, Edgar Bergen and Charlie McCarthy appeared on the first TV show sponsored by COCA-COLA.

During this era, The Coca-Cola Company was often delivered to establishments - including those equipped with soda fountains - in a 1948 GMC COE (cab-over-engine) truck built by General Motors. This vehicle was ideal for carrying dozens of cases of COCA-COLA, easily accessible to the friendly delivery person. Now this COCA-COLA delivery truck is captured in a die-cast replica decorated with the familiar Red Disc Icon, contour bottle, distinctive script COCA-COLA and the unforgettable messages: "Serve COCA-COLA at Home Ice Cold" and "Drink COCA-COLA in Bottles." This nostalgic piece of the American past is produced by - and available only from - Matchbox Collectibles.

(1999)

Scale: 1:55