Shelf Appeal : August 1938 : Creative Journals Ltd. : London : 1938
I am really fond of "Shelf Appeal", a journal relating to packaging, merchandising and display that appeared either side of World War 2; it's post-war reincarnation saw it as "Sales Appeal". This, the August 1938, issue is fascinating for several reasons; not only are the adverts of interest but it includes the results of the annual British Packaging Awards.
The winner of the major award for packaging, display and advertising was the York based confectionery company of Rowntree's. Various brands and lines are discussed such as the "Black Magic" chocolate selection, introduced in 1933, and these include some names still with use such as Smarties and Aero.
The main designers of their packaging and display, as well as major elements of their advertising and publicity, was the famous agency of J. Walter Thompson Co. Ltd. and the various manufacturers and printers of their cartons and wrappers included John Waddington Ltd., of Leeds, Ben Johnston Ltd. of York and Bolton based Tillotson's Ltd. The actual award presented was a gold plaque mounted on ivory Catalin and covered in Perspex - very modern.
Catalin was a thermosetting polymer very similar to Bakelite and first produced in 1928 when the original patents to Bakelite expired.
Shelf Appeal : August 1938 : Creative Journals Ltd. : London : 1938
I am really fond of "Shelf Appeal", a journal relating to packaging, merchandising and display that appeared either side of World War 2; it's post-war reincarnation saw it as "Sales Appeal". This, the August 1938, issue is fascinating for several reasons; not only are the adverts of interest but it includes the results of the annual British Packaging Awards.
The winner of the major award for packaging, display and advertising was the York based confectionery company of Rowntree's. Various brands and lines are discussed such as the "Black Magic" chocolate selection, introduced in 1933, and these include some names still with use such as Smarties and Aero.
The main designers of their packaging and display, as well as major elements of their advertising and publicity, was the famous agency of J. Walter Thompson Co. Ltd. and the various manufacturers and printers of their cartons and wrappers included John Waddington Ltd., of Leeds, Ben Johnston Ltd. of York and Bolton based Tillotson's Ltd. The actual award presented was a gold plaque mounted on ivory Catalin and covered in Perspex - very modern.
Catalin was a thermosetting polymer very similar to Bakelite and first produced in 1928 when the original patents to Bakelite expired.