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Field name | Value |
---|---|
Reference | JWT/6/1/1/2/11 |
Library/Archive | History of Advertising Trust |
Title | Rowntree chocolate, gums and pastilles |
Date | 1931-1936 |
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 Christmas children - nutrition nutrition brand economics gender: male gender: female commercials consumerism |
Description | Advertisements for Rowntree's non-medicinal gums and pastilles focusing on soothing men's throats for further smoking, preventing bad breath, having long-lasting flavour, keeping women slim, being "wholesome and digestible" for children, and being "good for you". Advertisements for box chocolates, emphasising their high quality taste, beautiful packaging, as well as their usefulness as Christmas and New Year gifts particularly for women. Advertisements for 'motoring' chocolate, for active people. Includes endorsements from male celebrity sportsmen and comic-style adverts. |
Countries | United Kingdom |
Names | Parker, Tom; Perryman, R; Phelps, Ted; Mitchell, Abe; Walsh, J E; Dines, J; Berry, Neil; Brisson, Carl; Bernsten, P J |
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. |
Copyright and Source Archive | Material sourced from History of Advertising Trust |