RMW-005: Missing Norman Rockwell Coca-Cola Illustrations

BY Antiques Roadshow   |   Posted 04.23.2012

In Atlanta, Georgia, host Mark L. Walberg visits the Coca-Cola archives with appraiser Leila Dunbar to explore the mystery surrounding the disappearance of three Norman Rockwell paintings.

ROADSHOW examines the case of Coca-Cola's missing Norman Rockwell illustrations.

Roadshow's Most Wanted Case Number

RMW-005

Date of Incident

1928 - 1934

Seeker

The Coca-Cola Company

Location

United States

What's Missing

Three Coca-Cola advertisement paintings by Norman Rockwell.

Case Status

Ongoing

Case Summary

Starting in the late 1920s through the mid-1930s, Coca-Cola commissioned Norman Rockwell to paint six advertisement illustrations for the company, featuring their iconic green bottles and idyllic all-American imagery. These original illustrations were then reproduced in calendars, billboards, and print publications.Today, three of the six Rockwell illustrations are in Coca-Cola's possession, while the other three are missing, having been lent out for use in publications and never returned.

Resources

Coca-Cola Company Archive website
Coca-Cola Company Archive: (404) 676-3491

Related

RMW-001: Stolen California Plein Air Collection
RMW-002: Missing Artifacts from the Wisconsin Historical Society
RMW-003: Colorado Unclaimed Property Division
RMW-004: Lost New Deal Artwork
RMW-006: Stolen Artworks from Hobcaw Barony
RMW-007: The Missing Norman Studios Film Reels
RMW-008: The Apollo Theater Archive

Boy Fishin' (1935), Barefoot Boy (1934), and Take Me Back to Old Virginny (ca. 1931) are all by Norman Rockwell and are currently in Coca-Cola's possession. Wholesome Refreshment (1928) is one of the missing paintings created in 1928 for the Saturday Evening Post. In this sepia-toned advertisement, a smiling young man wearing argyle socks and saddle shoes lies on his stomach as he relaxes with a bottle of Coke, and a ball at his side. Office Boy — 4 p.m. The Pause That Refreshes (1930) is one of the missing paintings. Created in 1930, this image depicts a smiling boy in a suit and tie who is carrying two bottles of Coca-Cola on a tray into the Vice President's office. The Old Oaken Bucket (1932) is one of the missing Rockwells. In this picture, a boy sits on the wall of a well holding a small bucket containing Coke bottles.
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