Toronto Ghost Signs

Here's another Coca-Cola sign proclaiming that Coke is Delicious! and Refreshing!

You might think it odd that H.J. Lavelle's Wines would advertise Coca-Cola, but perhaps this was a desperation move: Ontario passed a Prohibition law in 1916, which is about when this sign was painted, and poor Mr. Lavelle would have been scrambling for something to sell once Demon Rum was outlawed. It didn't work: the firm went out of business in 1917.

The firm lasted three years, and this sign has lasted nearly 85 years. Who says immortality is impossible?

Note that there are at least one and possibly two painted signs underneath the Lavelle sign. On the left, the word "printer" can be discerned, and there appears to be a large capital M on the right.