Coca-Cola Dispenser, 1896
Long before bottles and cans, Coca-Cola came to American consumers as syrup mixed with soda and sold by the glass at drug stores and soda fountains. The company presented these ornate dispensers to franchise owners who sold more than fifty gallons of syrup a year. Coca-Cola also supported dealers through advertising. An early pioneer of competitive branding, the founders of Coca-Cola understood the importance of immersive advertising and ensured that the distinctive Coca-Cola trademark appeared on everything from billboards to calendars, to its dispensers.