c.1960 Be Sociable Have a Pepsi African Americans Advertising Sign

Date: c.1960
Artist: Unknown 
Size (in): 28” x 11”
Size (cm): 71 x 28
Condition: A
Linen backed: No

This is a vintage original c.1960 Pepsi-Cola advertising sign.  This sign is printed one side only on lightweight cardboard in the format that was most commonly used for overhead advertising on streetcars, subways and commuter trains. 

This sign is unusual in that it features African Americans at a time when African Americans were largely overlooked and under represented in major national advertising campaigns. This sign isn’t dated but the tagline “Be Sociable, Have a Pepsi” was widely used by the company in the 1950s and early 1960s.  We would date this sign as c.1960 which would place it squarely in the middle of the Civil Rights Movement which is generally regarded as occurring between 1954 and 1968.  

This sign features a sharply dressed African American couple smiling broadly with a home movie projector and tray of hors d'oeuvres in a scene suggestive of affluence and living the American Dream.  The image is perhaps aspirational but sadly not the reality for far too many at the time who faced discrimination and struggled to achieve equality.   

This vintage original sign is unused new old stock in excellent near mint condition.   Please see our other listings for another similar companion sign issued by Pepsi at the same time.