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A 'delicious and refreshing' piece of the past

Elm Street Coca-Cola ad a historic find

The scene at 11 Elm St., as the demolition of the building there revealed an old advertisement from the past. Adam T. Silva. (click for larger version)
June 16, 2011
SOUTHBRIDGE — Those driving on Elm Street are having a Coke and a smile.

After Southbridge Savings Bank began tearing down their building on 11 Elm St. last week, the building connecting to it on 7 Elm St. was discovered to have a painted Coca-Cola and Lenti Shoe advertisement, a flash back to the town's past.

Southbridge antiquer Mike Pion, an antique Coca-Cola products enthusiast, estimates that the advertisement is dated between 1929 and 1934.

"When I was driving down the road, I saw them tearing down the building and I could see the ad for the shoe store," said Pion, owner of Route 169 Antiques. "When I started to see the ad for Coca-Cola, I went up and asked the guy driving the excavator what was going to happen to the wall and he didn't know. He said there were a lot of people that were excited about it."

As he watched more and more of the sign emerge as the building was demolished, he knew that if he saw the words "delicious and refreshing," he would have a much clearer picture of when the advertisement was created.

For more on this story, please see tomorrow's Southbridge Evening News.

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