Did you know that the iconic Piccadilly Circus Coca-Cola sign will be switched off this Saturday from 8:30 to 9:30 PM? That’s right: This Saturday, March 26, The Coca-Cola Company is joining millions around the world in turning off all non-essential lights for
WWF’s Earth Hour
. An earlier version of the Coca-Cola sign in Piccadilly Circus was lit on July 1, 1954, and we have the story of the sign’s construction in detail in our files. Here are a few of the highlights: It was designed by the Advertising Department of The Coca-Cola Company and constructed by Claude-General Neon Lights Ltd. in their factory at Wembley, Middlesex. The sign measured 44 feet and had nearly a mile of lighting. The first “C” in Coca-Cola, which you can see in the photograph, is 10 feet high and was made in 16 sections. This weekend will be the fifth time the sign in this location has been switched off since World War II. We've had signs for years in iconic locations such as Times Square and the landmark Obelisk in Buenos Aires, Argentina.