Advertising is about the art of surprise, leading to persuasion, ending in recognition and loyalty. We may not recall Ruban Bleu Margarine, but in the late ’20s, you can be certain that the French had it on their radar. Ruban Bleu was heavily promoted through premiums, including these cardboard games distributed at markets and shops to the young ones. I recall similar ploys in America. Capture the kids and they will recall and demand the brand.
For more articles by Steven Heller, be sure to pick up a copy of Print’s 2013 Regional Design Annual.