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Orange Crush and Norman Rockwell

Twelve 1921 Advertisements



The Orange Crush Company wanted twelve advertisements featuring Norman Rockwell paintings.
Crush International, as it is known today, was just a soda pop company in 1921. Its original name was The Orange Crush Company in 1916 when the business started.

At the time of these advertisements, the company made three flavors of Crush, Orange, Lemon and Lime.

The advertisements were published in a wide variety of magazines. Collier's, The Literary Digest, The Youth's Companion and The Christian Herald are just a sample of the distribution.

Rockwell's Last and Only Contract

The Contract with Crush was the only contract Rockwell ever accepted for advertising work. The contract called for twelve paintings at a compensation of $300 per ad. That seemed and indeed was a lot of money at the time.

After the first couple of paintings, he had to really stretch for additional ideas. He even tried reciting one of Crush's slogans, "The Delectable Refreshment," over and over for inspiration. More ideas for new paintings were still difficult.

Rockwell also felt hamstrung by one restriction placed upon his paintings by the company. That restriction: the product had to appear in the painting and the label had to be legible and readable.

Rockwell gives his thoughts on the matter in his autobiography, My Adventures as an Illustrator:

"By the time I got to the eleventh and twelfth picture I was dreamimg about bottles of Orange Crush Soda Pop - long lines of them - quart size, regular size, marching down on me witl all the labels distinctively readable. A stampede of bottles. I'd wake up in the middle of the night screaming, ORANGE CRUSH, ORANGE CRUSH!"

He was apparently approaching the limits of his creativity by the completion of the twelfth painting. Norman Rockwell never again accepted a contract for multiple paintings. He felt another contract would again hamper his creativity.

A Question and a Challenge

I have only been able, so far, to find five of the twelve paintings. Norman Rockwell: A Definitive Catalogue by Laurie Norton Moffatt, from the Norman Rockwell Museum in Stockbridge Mass, only lists four. The Advertising World of Norman Rockwell by Donald and Marshall Stoltz, founders of the Norman Rockwell Museum of Philadelphia, shows only three.

Where are the others? Surely they were published.

Please help. I am certain that I am not alone in my desire to see the other seven paintings.

Towards the bottom of this page, you will notice a mechanism that allows you to contribute. If you have other Norman Rockwell Crush ads or just know (without a doubt) where and when others were published, please let me know. Don't forget to leave your valid email address on the confirmation page.

Do you have more Norman Rockwell Orange Crush advertisements?

If you do please share your riches with the rest of the Rockwell collecting community.

Don't forget to enter your valid email address and check the box on the next page to give me permission to contact you about your contribution.

Enter the title of the ad.
Example: Lemon Crush, The Home Run

Read What Other Visitors Have Said and Shown

Click below to see contributions from other visitors to this page...

An Orange Crush 
I have a painting of (An Orange Crush) signed by Norman Rockwell. It was painted on a piece of paper 11 inches wide & 14 inches long. There is a first …

Like Oranges? - drink Orange Crush Not rated yet
I bought two framed ads at an auction about a year ago. The other one is Like Lemon? drink Lemon Crush. The orange one shows a little girl drinking orange …

Orange and Lime crush Not rated yet
Hello, I have come across two Norman Rockwell advertisements for orange crush and lime crush. One is a young girl sipping and holding an orange crush …

Click here to write your own.


Want more Rockwell advertisements?
See the list of Norman Rockwell advertising art.

Take a Tour of the
Five Rockwell Crush Advertisements I Have Found

Lime Crush
The Bribe
Orange and Lemon Crush
One Touch of Nature
Orange Crush
An Orange Crush
Lemon Crush
The Home Run
Orange Crush
Young Girl with Orange Crush


Remember to check back often.

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Norman Rockwell Christmas and Norman Rockwell Thanksgiving Galleries are open.

Norman Rockwell's painting, A Drum for Tommy or Santa with Drum, appeared on the cover of The Country Gentleman on 12/17/1921
Norman Rockwell Santa Claus
Gallery is open!





Copyright © 1921 The Orange Crush Company

By Keith McDonald
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