mercredi 15 janvier 2014

BYRRH Advertisement

I've just found more than 50 Byrrh advertisements by Georges Léonnec ! I do not know if they are famous in the USA but they are in France.
They are already available in my Etsy shop:

Byrrh is a wine-based apéritif made of red wine, mistelle, and quinine. Created in 1866, it was popular as a French apéritif. With its marketing and reputation as a "hygienic drink", Byrrh sold well in the early 20th century. In the 1930s, Byrrh had 50% of the "aperitif" market share in France.

BYRRH Factory
The Story:
Brothers Pallade and Simon Violet, itinerant drapers, decided to take advantage of the wine fever in the region to develop an apéritif wine flavored with cinchona. They mixed dry wines and mistelles and initially marketed the resulting product as a health drink or tonic. This was because the local apéritif producers were displeased about competition with their established brands. Rebranding the brothers' aperitif as a health drink got around this problem, and Byrrh was sold in pharmacies.

The Second World War initiated the decline of Byrrh. Aided by tax benefits, natural sweet wines such as Banyuls, Muscat de Frontignan, and Rivesaltes superseded Byrrh, which went out of fashion.

In 1977, the family business, divided by strife, was acquired by Pernod-Ricard. Pernod-Ricard still makes the drink at its facility in Thuir near Perpignan, part of which was designed by Gustave Eiffel.

Advertisements for Byrrh are often visible in older French films or in films set in the France of the past. One example is François Truffaut's Shoot the Piano Player (1960), or the 1970 World War II comedy Kelly's Heroes.

Mad Men Season 4, episode 6 ("Waldorf Stories") featured a Byrhh advertisement that won a CLIO Award in April 1965. AV Club Reviewer Keith Phipps notes: "One of the other Clios went to Byrrh, a wine-based aperitif whose failure to catch fire in America illustrates that even great advertising can’t sell something people don’t want."
BYRRH in Mad Men

The most famous Byrrh advertisements were created by Georges Léonnec.

Georges Léonnec (1881 – 1940), the brother of the novelist Félix Léonnec, began his career as a cartoonist selling drawings to newspapers in 1899. After participating in World War I he worked as an illustrator for the magazine La Vie Parisienne. He worked for several other publications including Fantasio and Le Sourire. He was also well known for his advertising illustrations for Byrrh apéritif wine, Dufayel department stores, and the Casino of Paris.

This is just a few of the ads available in the shop:
The ads are true vintage ads from the 30s, not recent reprint !

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