Coca-Cola Perpetual Counter

The Coca-Cola Perpetual Counter, a baseball game scoring device; was a premium that Coca-Cola used in 1911, to encourage people to send in a 2¢ stamp for the booklet, "The Truth About Coca-Cola. In the previous two years the booklet was accompanied with The Coca-Cola Record book for 1910, which contained the famous Poem "Casey At The Bat," baseball records, and schedules. "The Truth About Coca-Cola" according to Coca-Cola was "a book of information - not of defense."

The original 1886 formula for Coca-Cola contained cocaine. In 1904 Coca-Cola removed the cocaine from the drink; but competitors of the Coca-Cola Company through print, and word of mouth claimed that Coca-Cola was a harmful, drug-habit forming, or dangerous beverage for Young or old. The Booklet was part of a campaign fought for many years by Coca-Cola to gain the trust of the consumer, in that the drink was pure and wholesome.

The front of the "Coca-Cola Perpetual Counter" features six readout windows, to show Runs, Hits, and Errors for both the home and Visiting Teams. The numbers are changed by the six rotating dials on the sides. The bottom has the manufacturer credit line, "JR. Carroll, Chicago." The back reads "Drink Coca-Cola, Relieves Fatigue." This slogan was used from 1906-1928, and was eventually replaced in 1929 with "The Pause that refreshes."

The 1911 Advertisement below-left features the "snappy-player" EE-Yah Hughie Jennings, endorsing the "snappy drink," Coca-Coca. This is the only year that the Perpetual Counter is mentioned in any ads.

Coca-Cola Perpetual Counter Advertising Premium

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