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Ephemera Photograph by Jeffrey Sward
 

Free souvenir free ice water cup from Hustead's Wall Drug. Located in Wall, South Dakota, Wall Drug grew to its current enormous size of two city blocks by offering free ice water to all travelers. In 1936 Ted Hustead placed a "free ice water" sign on Route 16. Customers started appearing at Wall Drug before Ted could return from placing the sign. The correct conclusion of Dorothy Hustead was" "What is it that those travelers really want after driving across that hot prairie? They're thirsty. They want water. Ice cold water!" Wall Drug is the empire built from free ice water. (wd0403a)

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