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HDVM Hôtel Des Ventes Mazzella
118
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CACHOU LAJAUNIE - c.1950 Small advertising booklet for Cacho…
See original version (French)
118
-
CACHOU LAJAUNIE - c.1950 Small advertising booklet for Cacho…
See original version (French)
Estimate €20 - €30
Voluntary lot
Description
CACHOU LAJAUNIE - c.1950
Small advertising booklet for Cachou Lajaunie, produced by the Havas agency, presenting a press campaign programme for the Marseilles region.
Textured brown hardback cover, titled in gold, containing a leaflet explaining the media plan (illustrated insertions and inserts in several local dailies) as well as several exclusive black and white advertisement mock-ups (8 pages + 1 ink and gouache mock-up of the text only) on cachou Lajaunie.
- Very good condition - (two leaves have been partially cut out).
Created in 1880 by the pharmacist Leon Lajaunie, Cachou Lajaunie is a black liquorice pastille, presented in its iconic 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 11:42 PM
Pictures credits: Contact the Auction House
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