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72
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CACHOU LAJAUNIE - c.1900 Very rare original lithographed adv…
See original version (French)
72
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CACHOU LAJAUNIE - c.1900 Very rare original lithographed adv…
See original version (French)
Estimate €500 - €800
Voluntary lot
Description
CACHOU LAJAUNIE - c.1900
Very rare original lithographed advertising card. 32 x 23 cm. Printed by "Imp.P.Vercasson & cie - Paris".
Signed CAPPIELLO Leonetto ( 1875-1942 born in Livorno - Italy )
Based on the design of the 1900s poster, with the addition of the words in red letters "INDISPENSABLE AUX FUMEURS, EN VENTE ICI" (NOT FOR SMOKERS, ON SALE HERE), which are new compared to the reference poster, suggesting a period advertising variant for tobacco.
Good condition - very good colours, discreet marks on the right-hand side in the brown background.
"When you sent me the design for my poster by Cappiello, I simply expressed my satisfaction. I liked it because it was a departure from the ordinary and I accepted it. Today I like it even better because of the originality of the design and the choice of colour. This poster has contributed to the growing success of my Cachou. Many collectors in France and abroad have ordered a copy from me, which proves to me the popularity of the poster with the public and connoisseurs. Mr Lajaunie to Mr Vercasson, 24 June 1903 (cappiello.fr)
Created in 1880 by the pharmacist Leon Lajaunie, Cachou Lajaunie is a black liquorice pastille, presented in its emblematic round yellow tin.
Taken over by the Sirven brothers in 1904, the brand was widely distributed in tobacconists' shops and very early on developed innovative advertising, notably with Leonetto Cappiello's posters.
Having become a symbol of Toulouse, the product spanned the XXᵉ century before ceasing production in 2024.
Haute-Garonne/Occitania
See original version (French)
Auto-translation. Refer to original language for legal validity.
Pictures modified on 05/18/2026 at 11:07 PM
Pictures credits: Contact the Auction House
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