Century-old ghost signs revealed in Clayton building demolition
ST. LOUIS – Vintage ads have been uncovered during the renovations of the John P. Fields bar, including ones for Wrigley’s Spearmint Gum and condensed milk.
The renovation became necessary after a delivery truck hit the building, as described by a September 2023 Facebook post from the owner.
The post stated, “Fields will be temporarily closed due to an unfortunate accident where a delivery truck hit our building, causing structural damage.” Despite this setback, the owner expressed optimism about reopening and conveyed gratitude to patrons: “This is not the end for John P. Fields but merely a ‘see you later and see you soon.’ We thank you for your continued support and patronage.”
Photo by Liz Dowell Photo by Liz Dowell Photo by Liz Dowell Photo by Liz Dowell
As the building is dismantled, vintage artwork has emerged. One of the revealed ads features Wrigley’s Spearmint gum, showcasing the iconic Wrigley Spearman. According to a University of Chicago Library blog post, Spearmen were introduced into Wrigley’s marketing in 1893 to promote Spearmint and Doublemint gum.
These characters appeared in illustrated promotional booklets and magazine ads, some of which targeted children with stories from Mother Goose.
Another revealed ad promotes Borden’s unsweetened evaporated milk, a part of Eagle Brand condensed milk. According to Eagle Brand History, Gail Borden introduced Eagle Brand in 1856 to combat food poisoning and other illnesses due to lack of refrigeration.
Both of the ads on the building are likely from the 1920s.
The Wrigley’s Spearmint ad shares similarities with the building’s ad, featuring Spearmen and the same Spearmint packaging.
However, Eagle Brand rebranded in 1939, featuring a cow named Elsie on their cans. The can on the building retains the original branding.
These advertisements not only showcase the marketing strategies of their time but also evoke nostalgia and curiosity. As the bar prepares to reopen, these relics serve as reminders of the enduring legacy of iconic brands and the stories they tell, bridging the gap between past and present.
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