A landmark billboard in San Francisco is reportedly coming down.
The Coca-Cola sign at Fifth and Bryant streets — a can't-miss feature from nearby Interstate 80 — will soon be dismantled, SF Gate reported.
A reason for removing the double-sided billboard wasn't immediately known.
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The billboard has been in place since 1937, according to SF Gate.
The beverage company is reportedly paying $100,000 to take it down.