Coke's "It's the real thing" slogan dates to about 1969. Whatever type of paint they were using then (probably not lead-based) certainly didn't stand the test of time like many old signs that are still quite readable after a century. This was severely defaced by graffiti anyway so its days are really numbered.
Look east from the corner of NW 4th and Everett to see what's left.
1996:
2007:
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