In April 1958, the Cavalier Corporation, also known as Cavalier, introduced a completely new series of nine coolers and merchandising vendors for Coca-Cola. A few of the upright models in the lineup had already been rolled out in 1957 but this was the first time Cavalier offered a complete lineup. Coinciding with the launch, which included a distinctive white top on the round-top upright models, Cavalier conducted four promotional ads as part of the new cooler campaign from 1958 to 1959, featured in several editions of The Coca-Cola Bottler magazine, the official publication for Coca-Cola bottlers.

A Complete Line of Quality Coca-Cola Coolers

The inaugural ad in the promotion took place in April 1958, featured in The Coca-Cola Bottler magazine. It introduced a new product line of quality coolers, promising to enhance Coke sales for dealers, bottlers, and installation sites. This line boasted six upright round-top models with fresh white top trim, two red and white floor models, and a portable “Carry-Cooler Junior.” Each cooler came with a five-year warranty. The advertisement emphasized the coolers’ superior service to locations, potential to increase Coca-Cola sales, and the assurance of a five-year warranty. This advertisement was also published in the June edition of The Coca-Cola Bottler.

Have a Coke in Exclusive Point-of-Purchase Merchandising on Cavalier Select Models

The Cavalier Corporation reprised their advertisement to commence the year 1959, featuring it in the February issue of The Coca-Cola Bottler magazine. Aiming to reinforce their message, the “Have a Coke” dial was prominently displayed at the top of the advertisement and included in five new cooler models, where the dial illuminates upon the insertion of a coin.

Proven Trouble-Free

After being introduced over 1 year early, Cavalier was able to run this ad showcasing how 2 of the coolers in the new product line, the model CS-72 and the model CS-96, had proven they were trouble-free to bottlers and outlets where they had been installed. This was the last ad in the promotion for 1959. Cavalier then switched to ads in The Coca-Cola Bottler magazine promoting their new 1960 product line which featured only upright Coca-Cola coolers with a square top.

Products Featured in the Cavalier Point-of-Purchase Merchandising Product Line

The Cavalier product line and supporting advertisements featured 9 new coolers dispensing or holding bottles of Coca-Cola.

• The Cavalier CS-72 Selective Merchandising Vendor with the “Have a Coke” emblem that flashes when a coin is deposited and vended 72 bottles while pre-cooling 17 bottles
• The Cavalier CS-96 Selective Merchandising Vendor with the “Have a Coke” emblem that flashes when a coin is deposited and vended 96 bottles while pre-cooling 17 bottles
• The Cavalier CS-124 Selective Merchandising Vendor with the “Have a Coke” emblem that flashes when a coin is deposited and vended 124 bottles
• The Cavalier CGD-C Horizontal Giant Dry Cooler that held 22 cases of Coca-Cola
• The Cavalier Carry Cooler Senior Portable Cooler that held 30 bottles of Coca-Cola
• The Cavalier CMD-C Horizontal Master Dry Cooler that held 12 cases of Coca-Cola
• The Cavalier C-51 Vendor that vended 51 bottles while pre-cooling 50 bottles
• The Cavalier C-124 Merchandising Vendor with the “Have a Coke” emblem that flashes when a coin is deposited and vended 124 bottles
• The Cavalier C-144 Merchandising Vendor that vended 144 bottles

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Cavalier Corporation

The Coca-Cola Company

In January 1957, the Vendorlator Manufacturing Company, commonly known as VMC or Vendorlator, launched a series of six new coin-operated coolers for Coca-Cola. They conducted three promotional campaigns throughout the year to highlight the features of these coolers in the January, the February, and the May 1957 issues of The Coca-Cola Bottler magazine, targeting Coca-Cola bottlers.

Start Calling Now to Make 1957 Your Greatest Profit Year

The inaugural promotion for the new 1957 VMC complete product line was titled “Start Calling Now… to Make 1957 Your Greatest Profit Year.” This campaign appeared in the January 1957 edition of The Coca-Cola Bottler magazine, targeting Coca-Cola bottlers. It showcased a rotary dial phone with the six new VMC coin-operated coolers for Coca-Cola integrated into the dial and the yellow Vendorlator Manufacturing Company logo at the dial’s center. The promotion highlighted the coolers’ modernity and their readiness for immediate installation in retail locations.

For a More Successful Treasure Hunt use VMC Coin Coolers

The second promotion for the new 1957 VMC complete product line was titled “For a More Successful Treasure Hunt Use VMC Coin Coolers.” Featured in the February 1957 edition of The Coca-Cola Bottler magazine, this two-page advertisement was aimed at Coca-Cola bottlers. It showcased all six new coin coolers, emphasizing their readiness for shipment as part of a treasure hunt campaign. The promotion also highlighted that each cooler would be more cost-effective and space-efficient for dealers or outlets. Additionally, it provided an overview and the dispensing capacities for each cooler model.

Modern Upright VMC Coin Coolers Give You King Size Capacity

The third promotion featured an advertisement from Coca-Cola, showcasing three out of six new coin-operated coolers, emphasizing their capability to dispense King Size Coca-Cola bottles.

Products Featured in the VMC Product Line

The VMC product line and supporting promotions featured 6 new coolers dispensing bottles of Coca-Cola.

• The VMC V44 Semi-Automatic Coca-Cola Coin Cooler was perfect for the smallest outlet.
• The VMC 88 Semi-Automatic Coca-Cola Coin Cooler which could vend all sizes of Coca-Cola bottles.
• The VMC 144M Semi-Automatic Coca-Cola Coin Cooler was ideal for larger outlets needing to vend different sizes of bottles.
• The VMC 144SA Selective-Automatic Coca-Cola Coin Cooler was guaranteed for 50% capacity.
• The VMC 149A Fully-Automatic Coca-Cola Coin Cooler was able to vend bottles of Coca-Cola anywhere, anytime.
• The VMC 304A Fully-Automatic Coca-Cola Coin Cooler was the best cooler for a full-service program.

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Vendorlator Manufacturing Company (VMC)

The Coca-Cola Company

In August of 1937, the Williams Oil-O-Matic Heating Corporation of Bloomington, IL who normally produced Oil-O-matic oil heaters or Air-O-Matic air conditioning units, introduced a Coca-Cola coin control dispenser called the Ice-O-Matic. The new dispenser came with 3 parts: a top unit, a bottle rack, and a compressor that could be added to a standard Coca-Cola ice cooler thus updating a cooler from ice to cooler that was constantly cooling. To introduce their new coin control dispenser, the company sent out the brochure below to dealers and bottlers of Coca-Cola. The theme of the brochure was an offer that the new Coca-Cola coin dispenser could help dealers make more money as it would help them get into new territories and new outlets. As the coin dispenser was introduced in August, this company promotion suggested to put the dispenser to work in the fall or winter in hospitals, laundries, post offices, city halls, service stations, department stores, manufacturing plants, and insurance offices with 50 or more employees. The brochure specifically called out putting the new Coca-Cola dispenser in Montgomery & Ward and Sears & Roebuck department stores. The company tagline read.

“Let Williams Ice-O-Matic Coin Dispenser help. Let it work for you.”

The sales brochure came with an offer to try the Ice-O-Matic noting that once the dealer tried 1 unit in one of their locations, they would want to place more units in different locations that could never sell just one case of Coca-Cola any other way. The offer wraps up by telling dealers that the units were available and ready to ship from their factory with an enclosed picture of the factory.

Ice-O-Matic Features

When the Williams Ice-O-Matic Coca-Cola coin dispenser was introduced with the following features.

• 39 bottle capacity
• 45 bottle pre-cooling capacity
• Quick and easy installation of the top unit and lifetime compressor on a standard ice cooler
• Beverages stayed consistently cold below 40 degrees
• Self-service operation for industrial use

Product Featured in this Story

This promotion featured the brand new Williams Ice-O-Matic coin dispenser for standard Coca-Cola ice coolers.

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In October of 1957, The Vendo Company introduced a promotion targeted to Coca-Cola bottlers and dealers to sell their Vendo V-Line of 1957 coolers and pre-mix equipment. The promotion appeared in The Coca-Bottler bottler magazine for the same year. The promotion talked about vending equipment treasures being found around dealers and other locations that maybe they have not even thought of.

Vendo V-Line for 1957

The promotion then offered the dealer help by requesting they contact a Vendo consultant to learn about a sales plan to make the most of these 14 new products.

Products Featured in this Promotion

This promotion featured how 14 different types of Vendo coolers would aid dealers in signing up customers for the treasure hunt. Their line up included:

• Vendo V-340 Automatic Coca-Cola Cooler
• Vendo V-216 Automatic Coca-Cola Cooler
• Vendo V-216 Multi-Drink Coca-Cola Cooler
• Vendo V-144 Automatic Coca-Cola Cooler
• Vendo V-144 Multi-Drink Coca-Cola Cooler
• Vendo V-80 Automatic Coca-Cola Cooler
• Vendo V-110 Multi-Drink Coca-Cola Cooler
• Vendo V-81 Multi-Drink Coca-Cola Cooler
• Vendo V-44 Semi-Automatic Coca-Cola Cooler
• Vendo V-23 Mechanical Coca-Cola Cooler
• Vendo 6-Case Vertical Open Coca-Cola Cooler
• Vendo Fully Automatic Coca-Cola Vender
• Vendo Remote Counter Dispenser
• Vendo Remote Refrigeration Unit

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The Vendo Company

The Coca-Cola Company