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Coca-Cola Is Removing This Iconic Ad After 80 Years

Eat This, Not That! logo Eat This, Not That! 10/27/2020 Mura Dominko
a sign on a pole: coca cola sign © Provided by Eat This, Not That! coca cola sign

The latest in a series of things we'll miss from Coca-Cola is an iconic piece of memorabilia. The soda giant is permanently removing a landmark billboard which has been on display in San Francisco's South of Market District for more than 80 years.

Local TV station KPIX 5 has received confirmation from the city's Department of Building Inspection that the billboard at 701 Bryant St. is coming down for good. According to the permit issued to tear down the sign, the cost of removal is $100,000—and it carries a stipulation that it can't be replaced. (Related: 52 Life-Changing Kitchen Hacks That'll Make You Enjoy Cooking Again.)

The lighted 112-foot sprawling monument to America's favorite drink, which was visible from the Bay Bridge, had become an important part of San Francisco's cityscape. However, it appears that even a giant like Coca-Cola couldn't keep up with increasing rent costs for advertising real estate.

"While we, like many San Franciscans, will miss seeing the sign, we made the difficult decision to not renew the lease as part of our efforts to focus on other digital media platforms," a statement from Coca-Cola read. "While the sign will not be visible, we remain committed to the San Francisco community through active support of many civic, cultural, and charitable programs."

McDonald's similarly decided to close its iconic Times Square location this year.

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