COOLER

Description: GALVANIZED STEEL COOLER WITH LID. EXTERIOR PAINTED WHITE, WITH "6 SICKS' LETHBRIDGE DRY GINGER ALE" LOGO PRINTED IN RED, GREEN, AND YELLOW ON BOTH SIDES. STEEL RECTANGULAR HANDLE AND CORNER REINFORCEMENTS SCREWED TO LID, WITH LONG ROD HANDLE ON COOLER WHICH FITS OVER LID. AT BOTTOM OF ONE SIDE IS PRINTED "MANUFACTURED BY GREETHAM INDUSTRIES LIMITED TORONTO CANADA". DIAMOND-CUT BRASS KNOB SCREWS INTO SMALL DRAIN HOLE AT ONE END, NEAR BOTTOM. CONNECTED BY CHAIN. PAINT IS SCRATCHED THROUGHOUT, ESPECIALLY ON BOTTOM.

History: PURCHASED AT ANTIQUE SHOP IN EDMONTON. COOLER IS AN EXAMPLE OF SHADOW ADVERTISING. BECAUSE IT WAS ILLEGAL TO ADVERTISE FOR BEER, WHICH WAS THE BREWERY'S MAIN PRODUCT, THE SAME KNOWN LOGO WAS USED TO ADVERTISE A SECONDARY PRODUCT. THE COOLERS WERE AVAILABLE AT THE BREWERY FOR ABOUT $15 TO $20. UPDATE: EBAY SALE NO. 112480838877 OF AN IDENTICAL COOLER, ENDING ON 18 JULY 2017, DISPLAYED THE 2017 AUCTION-SOLD COOLER WITH ITS ORIGINAL CARDBOARD SHIPPING BOX. MARKINGS ON THE BOX INCLUDED, “CARRICOOL C-24 PICNIC COOLER”, “A PRODUCT OF GREETHAM INDUSTRIES LIMITED TORONTO MONTREAL”. PHOTOS OF THE CARDBOARD BOX CAN BE FOUND AS PART OF THIS OBJECT'S PERMANENT fILE.