LONG BRANCH, NJ – An amazing discovery was unearthed in Long Branch by construction workers working on the SICA Lofts on Third Avenue recently. After tearing down an old concrete wall, workers discovered an old Coca-Cola advertisement on a wall hidden for decades by the newer building.
That sign offered ‘Delicious & Refreshing’ Coca-Cola for just 5 cents. The advertisement also boasted that Coca-Cola relieves fatigue.
It’s a hidden piece of Americana that was once commonplace in cities and small towns across the country.
Prime City, a vertically integrated, private real estate company, recently began construction for what will soon become a residential property, known as SICA Lofts, at 20 Third Avenue.
The sign is estimated to be more than 100 years old and is in pretty good shape considering one hundred years of Jersey Shore humidity.
“In order to make way for the new development, Prime City had to remove a former building – in the process, a rare piece of history was uncovered, a Coca-Cola advertisement believed to be dated back to the early 1900s,” the company said. “The advertisement is painted on wood and advertises a “delicious and refreshing” Coca-Cola bottle at the time costing consumers 5 cents. Experts estimate that the sign dates back to the 1910s, which is when Coca-Cola first started spending money on painted wall advertisements.”
Prime City said it is taking every action to ensure the sign is kept intact and preserved.
“We uncovered the historic Coca-Cola sign earlier this week and quickly realized its significance. Immediately following its discovery, we installed scaffolding to preserve the sign and are working closely with the City of Long Branch to find the art a permanent home. We are doing our best to preserve its integrity for the community to enjoy for decades to come,” Alexander McGee, the co-founder of Prime City, the developer of SICA Lofts.
Correction: An error referencing Asbury Park instead of Long Branch was corrected.