Culturally or otherwise, I’ve never had any kind of association with it, and in my entire life I can probably count on one hand the number of cans or bottles of the stuff I’ve drunk, and yet seeing old Coca-Cola signboards in Tokyo is always a genuine treat.
What specifically it is about about them I don’t really know, but their faded colours and textures are clearly a factor, as is the similarly dated nature of the buildings they are attached to. Then there’s that mix of East and West, plus in some cases at least, the rapidly encroaching modernity of the surroundings. All of which adds up to something really quite special, making them great to stumble upon and occasionally seek out.
Signs of the past that were rather appropriately photographed in places covering the city’s eastern suburbs out to its much more distant far west. Also, the first and last are very recent finds, with the others from years gone by, and apart from the fourth one, they are all happily still standing.
Günter says
I like these. There’s a sense of nostalgia.
Lee says
Thank you. Yeah, definitely a nostalgia element to them. A very different time when these were put up that’s for sure.
cdilla says
Like you I have never been a Coca-Cola drinker. Thinking back it was probably the “Drink Coca-Cola” adverts that were to blame. I really don’t like being told what to do 🙂 I stuck ti Irn Bru and Lilt myself
However, that said, the logo is something I do like, and with most things, the patina of age only adds to the appeal.
I read somewhere that the company had a dedicated department that serviced requests from film makers fro their ads and products and would ensure an era and theme appropriate version of them would be supplied.
I especially like the future nostalgia of seeing an astronaut stumble into a pile of trash on Mars and kick aside a Cola can. The ads in Bladerunner too, whilst doubtless adding to the aura of permanence about the brand, do at the same time bring a sense of nostalgia to the scene.
Your collection is superb, being a natural part of the surroundings and their history.
Lee says
Ah, Lilt. That’s a name I haven’t heard for a long time.
That’s interesting about the department for films and TV. Makes sense for both sides I guess. For better or worse, it’s certainly a very visible element of the modern world.
Thanks a lot. They really are special to see. Hopefully plenty more still to be found too.
Richard says
This post made me realize two things. First, how ubiquitous these signs are in and around Tokyo. Second, that we don’t see them nearly as much in the SF Bay Area where I live.
Next time I go to Japan I will look for these signs. And I will look around me here at home to make sure I am right about not seeing them.
Thanks!
Lee says
They really are. And if not the big signs, then the branding is seen on countless vending machines. Interesting that they seem more common here than where you are. Not what I’d have expected.
Richard says
The signs for businesses here do not include a space for adverts for a product like Coca Cola. And vending machines are not anywhere near as common here as they are in Japan. You never see them at subway stations, by convenience stores, etc. These machines are simply not as big a part of society, culture here.
I was curious about the drink Lilt because I had never heard of it: Not sold in the USA!
Thanks
cdilla says
Lilt was manufactured by the Coca-Cola company, but only in the UK (maybe Ireland too). Sadly after 50 years they stopped making it in February this year. Cracking tropical flavour and some memorable ads too. https://youtu.be/pEhxzQwOTbQ
LeftAhead says
Growing up in Tokyo in the 70’s, Coca-Cola was the very first pop drink we were introduced to. They marketed it really extensively while doing tie-up ads with the first Star Wars movie that just came out.
The very first shot is from my hometown. Good to see it’s still standing 🙂
Lee says
Cheers for the info. Interesting to hear they joined up with Star Wars. A shrewd move there for sure.
Ah, no way. Quite the coincidence. Don’t know how much longer it’ll be there, but definitely a sight to enjoy while it is.