© 2014 Blaine Martin
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.
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 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.
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 slim standardized design of this new carrier allowed it to be laid flat and shipped in a large quantity.