Checkerboard

October 2025

• In Memoriam: Allan J. Petretti
• "Who Pays" Spinners from the Collection of Jack Ford
• Clever Name Doesn’t Save Culinary Clunker
• Indy Ad Show Report
• All Things Upjohn
• Video: Rabbit Hash General Store, Rabbit Hash, Kentucky

We are deeply saddened to report that Allan Petretti, renowned authority on Coca Cola and other Soda Pop collectibles, passed away on August 13, 2025. He was 80 years old. He is survived by his loving wife of more than 58 years, Veneranda A. “Rannie” Petretti, sons Dante and Vito, daughter Deana, four grandsons, Cross, Dante, Thomas and Roman and siblings Robert Petretti and Regina Hoppe.

Allan was a good friend and supporter of AAAA. He presented the Keynote Address to rave reviews at both the 2022 and 2023 AAAA Annual Conventions. He also generously created two beautiful pieces of original art to commemorate the 2023 convention (image of one appears below). He personally presented the originals to lucky raffle winners and also authorized AAAA to publish high-quality 11" X 14" prints of the image below which were distributed to each convention attendee.

Born in 1945, Allan was a lifelong resident of Hackensack, New Jersey, before retiring to New Orleans in 2023.

Allan's career as a collector and business owner led him to become a leading expert on Coca-Cola and soda pop collectibles, eventually accumulating one of the largest collections of Coca-Cola advertising. He authored more than 20 books on the market trends and values of Coca-Cola and other soda pop collectibles. Most significantly, he was the author of the definitive Petretti's Coca-Cola Collectibles Price Guide series, which is the industry "bible" for collectors. A limited selection of those volumes appears below.

Allan was also a sought-after appraiser for collector events, including The World of Coca-Cola in Atlanta. In addition, he conducted seminars across the country. His expertise was featured in major publications such as The Wall Street Journal, The New York Times, and USA Today.

Allan's impressive background earned him the reputation as a highly respected author, appraiser, and authority on Coca-Cola and other soda pop memorabilia. In fact, he was regarded as the "foremost expert" on the subject.

Allan was also a business owner in Hackensack for over 50 years and was the President of Nostalgia Publications.

Before his success as a collectibles expert, Petretti had a background in graphic arts, advertising, and publishing. He returned to his love of art later in life, creating whimsical art with humor that was exhibited in numerous settings. 

On the personal side, Allan was beloved by his devoted fans for his warmth, kindness, and lively sense of humor. He generated a feeling of joy and exuberance wherever he went.

Allan will be deeply missed by legions of collectors from around the world but he leaves an indelible legacy that will be coveted for untold years to come.

"Who Pays" (or “You Pay”) spinners are vintage advertising novelties that were used to determine who would pay for the next round of drinks. They were small and flat, with a “dimple” pressed in the center. After being given a spin, the person “chosen” by the spinner was obliged to pay for the next round of drinks. This, of course, was followed by the (raucous?) laughter of fellow imbibers--after each round. My, what stories those little spinners could tell!

"Who Pays" spinners were first introduced just before or around 1900 and quickly spread throughout Europe and America. These die-cut lithographed tin items were distributed as promotional giveaways and were often fashioned in the shape of a hand with a pointing finger. Other representations include bottles, animals, people’s faces, cigars, dogs, and perhaps most famously, the leg of a can-can dancer (produced by the Bal Tabarin Cabaret in Paris). During this period, it should be noted that at least one example of a celluloid advertising spinner was produced. 

In the 1930s, the production of spinners shifted from colorful lithographed tin to plain stamped metal. The focus of this article is the earlier, colorful, tin spinners from the incomparable collection of long-time AAAA member, Jack Ford. Jack has been seeking out these hard-to-find spinners (along with many other fascinating collectible areas) for the past 30 years. The sheer quantity, variety and scope of his tin litho spinner collection is truly unbelievable! It includes many rare and beautiful examples and, undoubtedly, some one-of-a-kind varieties as well. 

Jack credits the 1973 article that appears to the right for inspiring his interest in spinners. Ironically, the spinner pictured in the article was not accurately identified as such. Jack would also like to acknowledge the valuable assistance provided by Rick Munoz and John Stanley in finding spinners.

All of the spinners presented below are from Jack’s collection. They represent examples from the United States, Belgium, France, and Italy. Products and services advertised include whisky, gin, rye, bourbon, absinthe, beer, wine, julep, mineral water, bitters, tobacco, cigars, restaurants, entertainment venues, taverns, hotels, newspapers, automotive dealers, and even mundane household products such as varnish remover, electrical supplies, and veterinary medicines. Jack’s discerning eye and persistence has created a unique and truly delightful assemblage.

We would like to express our sincere thanks to Jack for providing these images of his outstanding tin litho spinner collection and allowing us to publish them. 

Click here to submit comments or questions to be forwarded to Jack. 

The newly patented 1930s culinary tool was a failure. Was it a paucity of advertising or was it because the item was just silly. It was designed as a combination knife and fork. It was given the catchy name “The Lord Carroll Doublit.” One newspaper advertisement boasted: “Eating salad is definitely a pleasure with a DOUBLIT.”

It turned out to be dud. Jefferson Carroll Philips of Boulder, Colorado was awarded Design Patent No. 94,390 on January 22, 1935 for his combo table tool (top image, right). He also was awarded a trademark for “Lord Carroll Doublit” (bottom image, right).

Phillips, a salesman who went by the name J. Carroll Phillips, persuaded two Colorado physicians to form the Lord Carroll Doublits Company Inc. in 1938 and production began that year. There are two models, one 6 1/2-inches long and the other just over 7-inches. Both feature five curved tines with one sharpened side and a Catalin handle. They are marked: LORD CARROLL DOUBLIT PAT. 94,390 STAINLESS.

In a news story in the Greeley Daily Tribune on November 25, 1938 the Doublit was described as “the newest thing in tableware” with the blades being made by Western States Cutlery in Boulder and the tool assembled in the Denver Doublit plant. They were marketed in lots of ½ dozen ($3.75) and one dozen ($6.50). Several different Catalin colors were offered, ranging from green to red to yellow to orange.

Production apparently was short-lived, but long enough for Doublits to turn up occasionally on Internet sales. The Doublit’s weapon-like design did not prove popular with the public. And a lack of advertising did not help. A search of 1930s newspapers turned up only two ads for the Doublit and both were in the Greenley Daily Tribune in November of 1938.

One ad was small, made the “definitely a pleasure” comment and said the Doublit was “exclusive at Radcliffe’s Jewelry” (top image, right) The other, larger ad made this pitch: “Science shows us the way to eat salad. No more awkward fumbling around trying to cut lettuce with a fork. It may be used to eat any kind of food with greater ease. It takes eight distinct movements to eat with a knife and fork. It takes two to eat with a doublet” (bottom image, right).

Yes, the ad said the Doublit cut eating movements from eight to two – an astoundingly suspicious claim. The ad continued: “Cuts down on dish washing. Children as well as adults use them with dexterity … Recommended for hospitals, restaurants, institutions, and to the lady who wishes to serve her guests in the most up to date manner.”

The latest installment of the Indy Ad Show took place on September 27. It took place under sunny skies at the picturesque Boone County Fairgrounds, just outside of Indianapolis, Indiana. Show owner Damon Granger reported that everything went smoothly and that people seemed very happy. He also noted that they enjoyed record attendance and that the parking lots were filled. As usual, the "best of the best" in innumerable categories was in evidence throughout the show. Vintage signs were in particularly good supply. It can safely be said that the Indy Ad Show was once again a rousing success! 

The show's scope continues to expand. The Indiana Chapter of the National Association of Breweriana Advertising (NABA) partnered with the Indy Ad Show to add 100 tables filled with vintage beer-related memorabilia to the event in an adjacent building. There were also two evenings of auctions, conducted by Ryan Jernigan, featuring 550 lots of of high quality vintage advertising in numerous categories.

Attendees will be looking forward to March, 2026 when the Indy Ad Show will return to its spring location at the Indiana State Fairgrounds.

The photos below, taken prior to the opening, show the types of treasures that were available.

Upjohn was an American pharmaceutical company, founded in 1886, that revolutionized medicine with its invention of the "friable" pill (image, below). The company was known for its innovative marketing, its development of many well-known drugs, and its eventual acquisition by Pfizer in 2003. 

Dr. William E. Upjohn founded the Upjohn Pill and Granule Company in Kalamazoo, Michigan, in 1886, with his brothers. He had patented a process for making "friable" pills in 1885. These pills were superior to the hard, often insoluble pills of the day because they could be crushed easily to a powder and were more digestible.

To prove the superiority of his product, Upjohn sent doctors samples of his pills and a rival's, along with a small wooden board. The doctors were invited to hammer the pills into the boards to see which one was more digestible. The company's early successes included quinine pills and "Phenolax Wafers," the first candy laxative. 

Upjohn processed human serum albumin and penicillin for the armed forces during the war, which greatly expanded its capabilities. Steroid medicines: In the 1950s, Upjohn became a leading producer of steroid medicines, including cortisone and hydrocortisone.

Upjohn's marketing evolved significantly over its history, from early demonstrations to professional and consumer-focused campaigns. The infamous "friable pill" demonstration with a wooden board was one of the company's first and most successful marketing ploys. The image of a thumb crushing a pill became a long-running trademark. At the 1893 Chicago World's Fair, Upjohn distributed souvenirs of a giant bottle filled with colored pills. In the 1940s, Upjohn ran a "Your Doctor Speaks" ad series in magazines like The Saturday Evening Post and Life. These ads were sponsored by Upjohn but framed as public service messages promoting medical knowledge.

Upjohn's labeling and packaging was more conservative than most of its competitors. Vintage label design was generally limited to black and white text.

An excellent free research tool can be found at: www.upjohn.net. It provides searchable information on Upjohn Company history, buildings, leadership, products, and almost anything else you might be interested in.

This video is a bit of a departure from some of our previous ones. It chronicles the creativity that enables some vintage general stores to remain viable in changing times. Rabbit Hash General Store is located in the little town of Rabbit Hash, Kentucky. It keeps things lively by supplementing the typical general store merchandising with foot-tapping music. Enjoy a brief minute in this early general store, taking in the original shelving and fixtures, while the crowd there enjoys the day.

Editor's Note: I have been there and it is a blast!

In this column are those sought-after items of desire that seem to be elusive. If you know where any of these items can be acquired or if you have one available, please click the link to reply directly to the seeker. To place a listing in this column, click here. There is no fee for AAAA members. Up to three listings per member are permitted.

Clover Farm Stores (Cleveland, OH headquarters). General store grocery and hardware items, any advertising, displays, signs, tins, boxes, pictures, etc. Anything related to Clover Farm Stores. Dave and Sally Coates, 765-586-9834, dbsjcoat@gmail.com

Early Mr. Peanut/Planters Peanut memorabilia. The older and rarer the better! Please contact at jcamelleri@gmail.com or 864-327-6485. 

Santa Claus bar soap. Call 602 689-7779 or send email to goodfinds31@yahoo.com

"You Pay" Spinners Wanted. Colorful, early, tin litho only. Also known as "Who Pays" Spinners, "Your Turn" Spinners, etc. Used in drinking establishments to determine who pays for the next round. Please contact plefkov@gmail.com.

In search of Raven's Horse, Cattle & Poultry Food poster. Last sold Showtime Auction, April 2013. Dimensions: 13 1/2 x 21 1/2. Motivated buyer. Please call Ken Opengart at 256-520-5211 or email at kenopengart@gmail.com. To see a photo of the poster, click here.

US cigarette boxes, packs and wrappers from 1870-1935 wanted. Please text or email any you might have available for sale. Jon Canfield, joncanfield@gmail.com, 917-841-0275.

Pre-1885 advertising items related to barbed wire and farm fences. I am interested in primary material. Let me know if you have any items including illustrated catalogs, wire company published newspapers, illustrated postal covers and letterheads, flyers, signs, salesman samples, patent models or anything else related to my specific wants. Larry W. Love, wirefence@att.net, 214-497-6787.

Bulldog tobacco oval-top tin. Convention Hall coffee tin (Ridenour-Baker Kansas City) green version. Big Horn 1 lb or 3 lb coffee tin.  Tuxedo tobacco sample pocket tin (top condition). scross1@cox.net.

Philip Morris Tin & Porcelain Advertising Signs, thermometers, door push signs. Excellent to mint condition preferred. Daryl Crawford (804) 721-7294 or email drc4@msn.com

Justrite Pet Foods. The Justrite Company General Office was located in Milwaukee WI. A National Account. Advertising, displays, signs, tins, boxes all with logo on it. Most would come from the 1930s through 1950s. Thanks for the help… Gordon Addington. To reply, click here.

Old Topper Brewery Calendar of the late 1940s featuring a pin up artist nude in large format wanted. Always seeking any Rochester Brewery memorabilia. John DeVolder 585-697-4047 or jcdvette@yahoo.com.

"Jenny" Genesee Brewing Company's girl of the 1950s. Seeking cardboard point of sale-and other items that feature Jenny, who had a ten-year run from 1953 to 1963. Also interested in any cardboard point of sale items from the 1930s through the 1950s from any of the Rochester Breweries. John DeVolder 585-697-4047 or jcdvette@yahoo.com.

Coca-Cola 24" button porcelain sign with bottle in center. Want several in as close to mint condition as possible. Call 336-970-9867.

Books on Oil & Gas Collectibles. Also looking for books on signs. Call 336-970-9867.

Yellow Kid wanted: 50 year collector looking for the unusual. Reply to: yellowkid@tds.net.

Pedal Cars: Photos, postcards, calendars, catalogs and advertising related to pedal cars. To reply, click here.

Beer cans, soda cans, beer and soda tin-over-cardboard signs, cork-backed bottle caps, key-wind coffee cans, quart oil cans. Please email Jeff Lebo at jefflebo@aol.com.

Pedal car related items. To reply, click here.

Matchbook holders. To know what these are, see my articles in Checkerboard

for Nov. 2020 and May 2021. I will consider all items, in any material from plastic to gold, and not necessarily with advertising. Email Andy at matchbookholder@yahoo.com.

Cigarette Packs. Advanced collector looking to purchase vintage packs. Please contact Dheeraj by email: DHEERAJ.KHIYTANI@GMAIL.COM.

Donald Duck Goyer Coffee Cans; One pound can & 3 oz sample size in good condition with lids. Please send email with photos & prices to Jessica_l_Upton@yahoo.com.

Morimura Brothers (Japanese import company operating in NYC from 1880-1941) advertising items wanted: trade cards, pamphlets, catalog pages, salesman sample pages, porcelain items with advertising. To reply email at victdelit@aol.com.

DeLaval Items and Farm Advertising Signs. Always looking for top quality and unique items. Contact Gregg Hillyer at hogs2gregg@aol.com.

Antique advertising pertaining to country store or drug store products or places. Especially those showing women or girls with the product or location shown. I would consider any  antique advertising (paper, cardboard & metal signs). Quality a plus! Dale Peterson at cpeters2@sbcglobal.net.

Unusual one pound peanut butter tins. Tin litho or paper label. To reply, click here.

Marshmallow Tins. Smaller than 5 Pound Size. To reply, click here.

American Cookie, Biscuit and Cracker Tins and Boxes. To reply, click here. 

Banjo related advertising wanted Pre-1940s. Long time collector buying banjo company signage, catalogs, billheads, periodicals, minstrel banjo items such as posters, broadsides, sheet music (pre-1870s) with illustrated banjo covers, early photographs showing banjo players (pre-1915). My main collecting interest is in 19th century material. To reply, click here.

"Antique American Medicine Bottles" by M. Knapp... soft cover book with price guide. Printed in 2012. Cemartinjr@comcast.net or 781-248-8620. Also, see my other want ad for Clarke’s ephemera and bottles.

Looking for 3 Vintage Tins. American Eagle "Oriental Mixture" tobacco (dimensions approx. 6.5" long, 2.75" wide, 1.5" tall); 1 Gal. Indian Head Hydraulic Brake Fluid; and Packham´s Caramel Toffee. Any offer is welcome and any condition considered. To reply, click here.

Morton Salt, older items, and also Pacific Coast Borax, especially a crate or box. Email pego1950@hotmail.com or call Peggy Dailey 612-522-9211.

Comic Book-Related Advertising Items: Must be from before 1980. To reply, click here.

Clarke’s Vegetable Sherry Wine Bitters, Sharon, MA & Rockland, ME: All sizes, variants, smooth/pontil base. Especially need labeled Clarke’s any size! Also, any Clarke’s ephemera…trade cards, almanacs, newspaper ads, etc. Charlie Martin Jr., 781-248-8620. Email: cemartinjr@comcast.net.

George Petty: Advanced collector looking for unique or rare items. Photo’s, store displays and non paper items. NO Esquire pages. Pete Perrault. To reply, click here or call (502) 290-7661.

Ice Cream Advertising: Mr. Ice Cream desires better graphic ice cream advertising including: postcards (Advertising and RPPC), trade cards, letterheads, billheads, booklets, poster stamps, blotters, magic lantern slides, pinbacks, watchfobs, and pocket mirrors. Allan Mellis, 1115 West Montana St. Chicago, Illinois 60614-2220. mellisfamily@rcn.com To reply, click here.

Stock food, poultry food, veterinary advertising wanted. Posters, medicine packages, give-aways. Email kenopengart@gmail.com or call (256) 520-5211.

Singer Sewhandy Model 20. Green-regular paint, not hammertone. To reply, click here.

National Biscuit Company, Nabisco, Uneeda Biscuit, Uneeda Bakers, Muth Bakery, NBC Bread toys, signage, tins, containers, displays, historical items. Please Email jbarney@ameritech.net or call (937) 205-2232.

Early Cigarette Rolling Papers: Pre-1940s - American, Zig Zag, Braunstein Freres, Bambino, and Ottoman papers wanted. To reply, click here.

Antique/Collectible Banking and Financial System "Giveaway" and advertising items. Specifically from Pennsylvania. Alarm devices and such. To reply, click here.

VITAMINS advertising, displays, signs, bottles, and anything related: Hadacol is an example. Most would come from the 1930s thru the 1970s. Also anything related to cod-liver oil and WEIGHT-LOSS, REDUCING, ANTI-FAT, and OBESITY ITEMS. To reply, click here.

Dwinell-Wright Co. Royal Ground Spice Cardboard Spice Boxes. One side displays horizontally. Approximately 3.75" by 2.25". Any type of spice is OK. To reply, click here.

ENSIGN Perfect and ENSIGN Perfection vertical pocket tobacco tins to enhance my collection. Feel free to contact me at 614-888-4619 or k8pyd@breezelineohio.net to see if you can help fill the voids.

Edmands Coffee Company, Edmands Tea Company, 1776 Coffee, American Beauty Tea, Japan Tea, Devonshire Tea, (imported by Edmands, Boston/Chicago): Any items such as tins, signs, paper, or anything else related to the Edmands family of companies in Boston is desired. To reply, click here.

The AAAA Checkerboard is a monthly e-newsletter that is made available to all AAAA members at no cost. The mission of the Checkerboard is to increase knowledge about antique and collectible advertising among AAAA members. The Checkerboard also provides news and updates about AAAA. It is produced each month with the exception of the four months per year when the award-winning PastTimes print newsletter is published. Paul Lefkovitz (plefkov@gmail.com) serves as the AAAA Publications Editor. Jack Dixey, Dheeraj Khiytani, and Alice Muncaster serve as Associate Publications Editors. Copyright 2025, Antique Advertising Association of America.