Thanks to the enthusiasm of one of my print collectors I discovered this old Pepsi-Cola barn along Highway 7, just north of Madison, Indiana. The sign was barely visible. It is difficult to date the sign because the ornate logo was used by the company from its earliest days.

Pepsi-Cola was created by Caleb D. Bradham at his pharmacy in New Bern, North Carolina. The young pharmacist experimented with new flavor combinations at his fountain and at some point during the 1890s, created a concoction he soon called Pepsi-Cola. Although he applied for a trademark on September 23, 1902, he had been using the logo as early as August 28, 1898. In December of 1902, he formed the first "Pepsi-Cola Company", selling his new product in gallons to soda fountains throughout his home state. Individual bottles appeared in 1904. By the end of 1906 there were 15 bottling plants. By 1910 there were 280.

Pepsi-Cola has been popular for years, including the recent "Pepsi Generation" of the 1980s. Perhaps you recall with nostalgia the advertising jingle written in 1940 - four lines that were on everyone's lips:

Pepsi-Cola hits the spot
Twelve full ounces, that's a lot
Twice as much for a nickel, too
Pepsi-Cola is the drink for you!

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RAY DAY
ray@rayday.com