Driving Time Tray Appraisal

Coca-Cola 'Transcontinental Mileage and Driving Time' Serving Tray

This is a vintage Coca-Cola serving tray, likely constructed from tin or a similar metal, given its common use for such items during the mid-20th century. The tray is rectangular with gently rounded corners, and features a raised lip with a prominent red border, approximately 0.5 inches wide, which frames a cream-colored inner rim. The central area of the tray is an inviting orange/peach color. The most striking graphical element is a stylized, wireframe-like map of the contiguous United States, depicted in black and white lines, suggesting a network of roads or routes. To the left of the map, printed vertically, are the words 'Drive refreshed' in a distinctive script font. Below this text and positioned on the map in the approximate location of the southeastern U.S., there is a classic red Coca-Cola logo within a white circle. To the right of the map, also printed vertically, are the words 'TRANSCONTINENTAL MILEAGE AND DRIVING TIME'. The surface of the tray shows some signs of wear consistent with age and use, including scuffs, minor scratches, and some discoloration or staining in the upper-right portion of the cream rim. There might be some subtle dents or warping, though the image does not clearly depict this. The overall aesthetic is indicative of advertising memorabilia from the 1940s to 1950s, a period when road travel and Coca-Cola's marketing were strongly linked. The design promotes both the brand and the concept of long-distance driving, implying that Coca-Cola is the perfect companion for such journeys. The craftsmanship appears to be standard for mass-produced advertising trays of its era, functional and visually appealing.