Figure 1.--We also note Coca Cola ads in the early 1960s with Boy Scouts camping, always smartly dressed in the full uniform, usually the short pants uniform with kneesocks. The Scouts usually were pictured with their overseas caps as well. Notice the Scout signals merit badge by the Coke sign at the bottom.

We also note Coca Cola ads in the early 1960s with Boy Scouts camping, always smartly dressed in the full uniform, usually the short pants uniform with kneesocks. The Scouts usually were pictured with their overseas caps as well. Some of these ads also appeared in the late 1950s. I'm not sure precisely when this one appeared. Slovenly Scouts were never shown, At the time, long pants uniforms were most common for Scouts, although the short pants uniform was commonly worn at camps and jamborees. The Coke ad reads, "Enjoy that exciting new feeling ...." I'm not sure what was new about Coke in the 1960s. We remember these ads in National Gepgraphic. This particular Coca-Cola ad appeared on the back cover of Boys' Life, the American Scouting magazine, although I am not positive about the date. Pepsi-Cola which was in a major struggle with Coke at the time, also advertised in Boys' Life. HBU has one good example of a Pepsi ad. In this era at least Coke used photographs of Scouts, Pepsi artists' illustrations, for the ads. Coke had scored a mjor victgory over Pepsi when it was awarded military supply contracts during World War II and received access to sugar which was rationed at the time. After the War many servicemen continued to prefer Coke. Pepsi had, however, a big advantage in the hearts of American boys. Pepsi offered 12 oz bottles for years while Coke primarily only had 6 oz bottles. Note in the ad that both 6 and 12 oz bottles are depicted and the boy in the illustration here is drinking from a 12 oz bottle. While Scouts appeared in these ads during the 1960s and 60s, ad with Scouts are very rare today. We are not sure if this represents a policy shift by the BSA or a demand for licensing fees.

Created: February 25, 2003
Last updated: February 26, 2003