This picture can be found online with the claim that it dates back to 1936 and shows a Nazi themed advertisement for Coca Cola.
It does not.
Although Coca Cola was available in Germany during the 1930s and its ads can be found in magazines and booklets alongside Nazi propaganda, this picture is a modern fabrication made in 2004.
A few things give away that it is not genuine.
The slogan doesn’t start with a capital letter and it replaces Fuhrer with ‘a drink’.
“One people, one empire, one leader, becomes “one people, one empire, one drink”.
Hitler would probably not approve of the idea that a drink would be sold by altering his slogan in such a way that he would be replaced by a soda.
Insulting Hitler is always a good thing, but not smart when you’re trying to sell something in Nazi Germany.
The Next line; “Coke ist es” is clearly a direct translation of the slogan “Coke is it”, which as not used till 1980.
In 1936 the Coca Cola slogan would have been “Ice-cold sunshine.” but in Germany Coca Cola used “Stets Eiskalt” (Always ice cold).
On top of that the whole look just feels wrong.
Coca Cola did not use the registered trademark logo behind its name in advertising back then and using the Nazi eagle as a background image while also tilting it is just not something one would have done back then.
Besides the Nazis probably objecting to this, it also doesn’t fit the way advertising was designed in the 1930s-40s.
So where does this image come from?
On the 24th of May 2004 an art show called “Coca-Cola’s nazi Adverts” opened in London, it was curated by comedian Mark Thomas and artist Tracey Moberly (Sanderswood).
The goal of the exhibit was to confront people with the truth behind Coca Cola advertising in Nazi Germany but they also invited members of the public to contribute to the exhibition.
Work could be submitted via a website.
You can read about it here;
I traced the original photo to Scott van Looy who uploaded it to his personal gallery which unfortunately is no longer online.
But I got in touch and he checked with the exhibit organizer, just to be sure.
And indeed, it was definitely a fake ad.
Unfortunately it is not (yet) known who send in the creation but it is probably one of these people;
List of participating artists (click).
More information can be found on Tracey Moberly (Sanderswood)’s website here;
Thanks to Mr. van Looy for helping out.
Picture(s) found online, used for (re-)educational purposes only.
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