The 1944 neck-grip carrier.     © 2014 Blaine Martin

A wartime Coca-Cola carrier different than the others.

During WW2 cloth, wood, metal, rubber and leather, paper (and many other things) were rationed in the United States so that the armed services would have what they needed to win the war.  This scarcity of these basic materials made marketing and selling a product like Coca-Cola to the home market very challenging.  While cardboard cartons were no longer available, each bottler was encouraged to source his own cartons according to specifications provided by the Coca-Cola Company. These crudely built cartons were often difficult to manufacture and expensive to ship.

The 1944 Neck Grip Carrier met the need for something that could be produced centrally, then shipped economically to bottlers around the country. The story from the January 1944 Coca-Cola Bottler tells the story of this unique carton.

During the rationing years of WW 2, this type of carton was made of wood and produced locally by the bottlers. Because of size and weight shipping long distances was costly.

The slim standardized design of this new carrier allowed it to be laid flat and shipped in a large quantity.

© 2011-2016  EarlyCoke.com.

This is a private collector's website that explores the unique history and memorabilia of the Coca-Cola Company. The views and opinions expressed herein are solely those of the author.

This website is not affiliated with or endorsed by the Coca-Cola Company. Coca-Cola and its affiliated logos are registered trademarks of the Coca-Cola Company.

 

EarlyCoke.com's mission is to provide information useful to the Coca-Cola collecting community and to provide an understanding of the history of the Coca-Cola Company. We do not recommend whether to but or sell particular Coca-Cola items, nor are we an auctioneer. Collectors should conduct their own independent research before making a decision to purchase or sell any antiques or collectibles. Under no circumstances will EarlyCoke.com be liable for any claims or losses related to the purchasing or selling of antiques or collectibles.