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Coca-Cola Taps Antiques Roadshow in Case of the Missing Rockwells

Posted by Mark J. Miller on April 25, 2012 02:02 PM

If you want to see Coca-Cola on TV, all you have to do is turn on any episode of American Idol and you’ll see the iconic logo jumping up at you from every corner of the screen. But now the beverage brand is teaming up with a different television program for a whole different reason. 

This time, it’s not to get the Coke name out to the public but to get the public to bring the Coke name in. 

The hope is that by joining forces with the American version of Antiques Roadshow on PBS, Coke will be able to find three iconic paintings for advertising by Norman Rockwell that feature the product and are worth a cool $1.5 million, according to the Boston Globe.

The WGBH Boston-produced series has a “most wanted” feature, which focuses on things that are being sought, either by police or anyone else. “Roadshow” is publicizing the brand's hunt for the three Rockwell illustrations that were made in the 1930s for Coke calendars and billboards. A company spokesman, Ted Ryan, and Coke’s archivist, Phil Mooney, have been searching for the pieces for years.

"These paintings have been the top of the list for us as long as I have been here and that's been about 15 years," Ryan said to the Globe. "The interesting thing is that there is someone out there with a winning lottery ticket," he said.

So start cleaning out your attics, America!

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