In a time when the Saturday Evening Post was one of the most widely circulated magazines in America, and the Don Drapers of the world controlled Madison Ave. advertising firms, Caterpillar drove a decades-long campaign to promote infrastructure and yellow iron to the American public.
Throughout the 20th century in rich illustrations, photography and words, the Peoria, Ill.-based manufacturer built up its brand name by showing how its machines were taking part in America’s infrastructure development.