What's it Worth? 1918 Coca-Cola Bookmark Calender

Value and some great history are associated with the 1918 Coca Cola Gum bookmark calendar that was  submitted for assessment by a reader of the Amherst Today's "What's It Worth?" colunn by publisher Andy Rowe. Bruce D. Cobb provided the  research, appraisal and story.

Coca-Cola was invented by an Atlanta pharmacist named Dr. John Pemberton in 1886. His book-keeper, Frank Robinson, invented the name Coca-Cola which was a compound word for two of the active ingredients in this new tonic, extracts of cocaine and the Kola nut (Don't worry, these two ingredients were finally omitted in 1905). Additionally, the world famous script logo was also Mr. Robinsons' creation- it was his very own formal script writing!

Coca-Cola, became nationally recognized due to the efforts of its second owner, Asa Candler, whose intelligent and relentless advertising campaigns placed the logo and the beverage before virtually every Pharmacy Soda Fountain visiting American.

The "Coca-Cola Gum Co." bookmark is not actually a Coca-Cola advertising collectible. The Coca-Cola Gum Co. pirated the "Coca-Cola" name and their trade mark script logo to take advantage of the nationally recognized and loved firms customer base! So what you actually have is a rare piece of advertising from an unscrupulous company that infringed on the real Coca-Cola Companies trademark. The Coca-Cola Gum Co. existed from about 1903 to 1924 when the real Coca-Cola Co. decided put an end to the gum company and bought them out.

So "What's It Worth" ???? Well, its worth a lot more than it should be considering it is not very colorful or attractive. It is not a large wall calendar with wonderful colors and illustrations. It is just a simple two color bookmark with poor print quality and of little utility. Had this simply been a piece of Coca-Cola memorabilia it would be worth less than $10.

However, an unused red and white Coca-Cola Gum Company wrapper sold for $325 in 2009 while the gum calendar/bookmark would bring much less it is suprisingly valuble. I believe it to be worth between $75 and $100 if purchased by a Coca-Cola collector who also happens to be from Hinsdale, NH ;-) Thank you for your very interesting submission!

If you have an usual item that you would like more information about, email andy@amhersttoday.com

Disclaimer

This antique appraisal and assessment report is an expert’s opinion of value based on market comparable research of the item based on the description and images supplied. No further guarantee of authenticity, genuineness, attribution or authorship is represented.

These assessments and appraisals should not be used for Insurance, Estate or Tax purposes. Our assessments are provided for their educational value only. To prepare an appraisal for Insurance coverage, Estate or tax purposes the items would need to be examined by the Cobbs in person.

These opinions are offered in good faith and the Cobbs do not guarantee or warrant the accuracy of this opinion and disclaims any all liability in connection herewith.