Sjöberg Bildbyrå
Coca-Cola gets its Swedish premiere in 1953 - Premium poster with matte paper
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Poster with a picture of Volvo trucks with Coca-Cola on the bed in 1953.
Coca-Cola rolls into Sweden in 1953 – with pomp and Volvo!
Imagine Sweden in 1952: cola drinks were completely banned, as if phosphoric acid (E338) and caffeine were the very archenemies. But then, boom! On January 1, 1953, the law changed, and suddenly it was free to mix these "dangerous" ingredients into soft drinks and food.
Hurray for freedom!
On June 29, 1953, it happened – the first Coca-Cola trucks, bursting with effervescent happiness, rolled out to thirsty Swedes. And what trucks they were! Stylish Volvo L34s, specially built to scream "Coca-Cola" with cheeky advertising messages, were driven from, among others, the Mineralvattenfabriken Tre Kronor in Sundbyberg (yes, they were previously called AB Kronan, but that's another story). Up to six breweries in the country licensed the bubbly drink, and Tre Kronor was in the game from the start.
About the image
In the brewery's parking lot in Sundbyberg, Volvo's pride and joy is ready, and Coca-Cola's marketing was so cutting edge that you could almost believe they invented the advertising themselves. The drivers stand stoically by their trucks, dressed in their work clothes that almost resemble uniforms.
Our premium quality, heavier, white, matte paper has a natural, smooth, uncoated finish that feels luxurious to the touch.
