One of the largest companies using tattoos to advertise their product was the Coca~Cola Company. Known for their wholesome print ads, Coca~Cola wanted to take an edgy turn to bank on the marketable tattoo culture in the 1940's.
As depicted above, the Army Sergeant proudly shows off his large chest tattoo to the Maori native covered in traditional tribal tattoos while they both enjoy a cool bottle of Coke. The ad gives the viewer a glimpse into the exotic world of extensive tattoos. In those days tattoos were usually seen on men in the military or in the Circus Sideshows. Stories of "tattooed savages" have circulated since the turn of the century but were now being shown in a friendly light unifying the two worlds in the love for tattoos and Coca~Cola.
