Size: 31.5 x 47.5 inches
Artist: Unknown (signature illegible)
A wonderful French lithographic poster advertizing Phoscao, the self-proclaimed "ideal food." The tagline reads: "Le plus exquis des dejeuners; le plus puissant des reconstituants" which translates to "The most exquisite of breakfasts; the most powerful restoratives."
Phoscao was a phosphate-based preparation with cocoa powder, produced at the end of the 19th century by Dardanne, father and son pharmacists. Meant to be consumed as a hot cocoa drink, the "doctor approved" liquid breakfast was touted as being a powerful restorative recommended for senior citizens, those who were sick, or people suffering from digestive problems. With the arrival of the First World War the company's target audience grew to include soldiers and their families, and they expanded to become available in hospitals and military ambulances. They were so confident in their product that they promised to send a trial box to new customers!
Phoscao has a long history of advertisements, but this poster is particularly rare. Professionally restored to its former glory, the strong saturated colours and beautiful vintage style - complete with the original tax stamp in the upper right-hand corner! - would be beautiful framed in any entrance hall, dining room, kitchen... even children's room.