© 2014 Blaine Martin

The 1944 Neck Grip Carrier

 

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.

A WARTIME COCA-COLA CARRIER

DIFFERENT FROM 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.

 

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

 

From the January, 1944 edition of "The Coca-Cola Bottler"

Earlycoke.com is a private collector's website that provides information useful to the Coca-Cola collecting community and contributes to an overall understanding of the history of the Coca-Cola Company and its advertising memorabilia.

We are not affiliated with or endorsed in any manner by the Coca-Cola Company. The views and opinions expressed here are solely those of the author. Coca-Cola, Coke and all associated trade names, service marks and logos are registered trademarks of the Coca-Cola Company.

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