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Field name | Value |
---|---|
Reference | JWT/6/1/1/2/23 |
Library/Archive | History of Advertising Trust |
Title | Rowntree Smarties |
Date | [1939-2000] |
Collection | J Walter Thompson (JWT) Collection |
Collection Overview | A collection of Rowntree Guard books containing advertising proofs from the JWT Archive. Rowntree & Co. was established as a limited company in 1897, although the business had begun trading under the Rowntree name in 1869. The company was initially a manufacturer of cocoa but soon added fruit gums and pastilles (1881), table jellies (1901) and chocolate to their product portfolio. In 1969 Rowntree & Co Ltd merged with John Mackintosh & Sons Ltd to become Rowntree Mackintosh Ltd. The company name was changed to Rowntree plc. in 1987. The Rowntree account was acquired by JWT in 1931 and the company was initially asked to advise on Motoring chocolate, cocoa and gums in addition to milk chocolate. |
Document Type | Guardbook |
Theme | Advertising and Marketing; Food Retailing; Health and Nutrition |
Subjects | advertising industry gender: male children brand nutrition commercials race Christmas First World War |
Description | Advertisements for Smarties as well as schedules of insertions. Cartoon-style adverts promoting Smarties as being good for low blood-sugar, particularly for men and older women. Some adverts targeted towards soldiers fighting in the war. More contemporary adverts are marketed towards children. |
Countries | United Kingdom |
Brand | Rowntree's |
Note | Please note that some of the metadata for this document has been drawn from the catalogue of the History of Advertising Trust. Every care and attention has been paid to preserve the historic authenticity of these documents which range in date from the early sixteenth century to the beginning of the twentieth century. Any terminology that may be deemed discriminatory or offensive by present-day principles may have been preserved for the historic accuracy and relevance to that particular document. |
Copyright and Source Archive | Material sourced from History of Advertising Trust |