Coca Cola Company
Pause for Living Final Issue Winter 1969–1970 with Coca-Cola Farewell Letter
Pause for Living Final Issue Winter 1969–1970 with Coca-Cola Farewell Letter
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AT A GLANCE
- Title:
- Pause for Living
- Publisher:
- The Coca-Cola Company
- Type:
- Advertising Collectible
- Era:
- Mid-Century Modern (1945- 1970)
- Date:
- Winter 1969–1970 | Vol. 16 No. 2
- Dimensions:
- 8" × 5½"
- Condition:
- Very Good (VG)
- Ephemera:
- Advertising ephemera
- Cover:
- Staple‑bound softcover
- Pages:
- 24
- OCLC:
- 192103885
- Book genre:
- Advertising | Lifestyle | Periodicals
- Notes:
- Quarterly Magazine
Coca-Cola Advertising Pause for Living Final Issue (1969 - 1970)
Collector’s Note
The Winter 1969–1970 issue with an accompanying farewell letter from Coca-Cola represents the final chapter of the series and is highly collectible, especially with the original letter insert secured as originally issued.
The Winter 1969–1970 issue of Pause for Living marks the final publication of Coca-Cola’s long-running lifestyle booklet, a quarterly series distributed free through local bottlers beginning in the mid-1950s.
This concluding issue retains the original farewell letter from Coca-Cola, printed on heavier gold-toned stock and signed by James F. Williams, Vice President, Coca-Cola USA. The letter explains the company’s decision to discontinue the publication after more than fifteen years of circulation. The farewell letter insert remains secured between the staples as originally issued.
Issued at a time when Coca-Cola’s advertising strategy was evolving, the final issue also reflects the company’s broader transition away from localized lifestyle publications and toward large-scale national and global campaigns.
The stylized still-life cover—featuring a globe, armillary sphere, and the iconic Coca-Cola bottle—subtly echoes this shift toward a more international brand identity. Within a year of this publication’s closure, Coca-Cola introduced the famous 1971 advertising campaign built around the song "I'd Like to Buy the World a Coke," signaling a new era in the company’s marketing.
The booklet measures approximately 8" × 5½" and remains in good vintage condition, with the original saddle-stitched binding intact. Small bumped corners and slight ½ tear on edge on edge of page 21. Original ailing label attached.
Framing Appeal
The covers of Pause for Living feature carefully styled still-life photography typical of mid-century advertising design. Decorators often frame these booklets individually or combine several issues to create a charming mid-century wall display for retro kitchens, soda fountain themed spaces, or vintage-inspired entertaining areas.
Historical Note
Pause for Living was introduced by The Coca-Cola Company in the mid-1950s as a quarterly booklet offering ideas for gracious living, seasonal decorating, and casual entertaining. Distributed free through local Coca-Cola bottlers, the publication reflected the company’s mid-century advertising strategy of placing Coca-Cola naturally within everyday social gatherings.
Explore more culinary advertising in our collection, Vintage Recipe Pamphlets & Booklets | Advertising Cookery. ↗
Just a quick heads‑up: the photos reveal details far better than text alone, so they’re worth a close review.
Just a quick heads‑up: the photos reveal details far better than text alone, so they’re worth a close review.
We share as much accurate information as possible about each item—from provenance to condition—but the images often show the nuances best. If you ever need more details, we’re always happy to help.
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