Lot # 77: 1955 Jim Gilliam RC Cola Print Advertising Slick

Starting Bid: $50.00

Bids: 5 (Bid History)

Time Left: Auction closed
Lot / Auction Closed

This lot is closed. Bidding is not allowed.

Item was in Auction "Fall, 2022 - 10th Anniversary Auction",
which ran from 11/6/2022 12:00 PM to
11/26/2022 9:00 PM

Exceptional advertising slick featuring Dodgers infielder Jim Gilliam, endorsing RC Cola.  Gilliam is pictured in street clothes, relaxing with a bottle of RC.  Though the brand is considered minor today, it was the first brand to sell canned soft drinks in the United States, as well as the first caffeine-free cola drink.  In 1958, the brand introduced the first diet cola, called Diet Rite.  The brand is still alive today.  

The slick also advertises a premium of a "Spin-O-Rama" record, a six-song compilation which contained such songs as "Cherry Pink and Apple Blossom White," "Unchained Melody" and "The Ballad of Davy Crockett" (though it is unknown if the record contained the original, popular recordings of those songs, since artists are not credited).  The slick measures approximately 11 1/2" x 17" and is printed in extremely delicate newsprint, in remarkable condition given the paper on which it is printed.  Edge toning is visible on all four edges, with some general waviness to the paper, otherwise EX/MT.

It should be noted that this is not a newspaper advertisement - it is an advertising "slick," which was clean, camera-ready artwork distributed to newspapers and other publications for incorporation into the publication as an advertisement.  Printed in small print at the bottom, is the following:

"Advertisement prepared by Batten, Barton, Dustin & Osborn, Inc. to appear in Negro Newspapers, 4 columns x 165 lines. P.P. 5*3363-A 6-28-55"

The above printing, which was not intended for publication, identifies the advertising agency and intended publications, along with a production date of June 28, 1955.

It is remarkable that this slick has survived in such outstanding condition.  An incredible early cola advertisement, intended for African-American newspapers, advertising RC Cola as endorsed by Dodgers great Jim Gilliam.

Views: 115