Cacao lacté de Ch. Gravier 1896

This charming and colorful lithographic poster, created in 1896 by Lucien Lefèvre, is part of the iconic Les Maîtres de l’Affiche (Masters of the Poster) series, published by Jules Chéret. It promotes the product Cacao Lacté de Ch. Gravier, a sweetened milk chocolate powder that was positioned as superior to all other known chocolates and cocoas of the time.

In this scene, a young child dressed in a dark smock and straw hat holds a bowl of hot cocoa while being joyfully approached by a white dog standing upright, begging for a taste. The rich red and golden hues surrounding them evoke warmth, appetite, and youthful delight. The composition is not only eye-catching, but also deeply nostalgic—evoking a sense of innocence, trust, and domestic happiness that brands like Gravier’s aimed to associate with their products.

The bold yellow and black title “CACAO LACTÉ” crowns the poster, while a vibrant red background sets the emotional tone. The confident slogan “Supérieur à tous les chocolats et cacaos connus” (Superior to all known chocolates and cocoas) reinforces the marketing appeal, accompanied by the very specific pricing of 6 francs per kilo—a detail reflecting the consumer-oriented design typical of fin-de-siècle advertising.

Lucien Lefèvre was a talented illustrator and lithographer known for his engaging commercial posters during the Belle Époque. While less widely known than Jules Chéret or Alphonse Mucha, Lefèvre contributed notable works to the visual culture of the era, many of which were included in the celebrated Maîtres de l’Affiche collection. This particular piece (Plate 11) is one of the earlier entries in the series and a delightful example of how advertising could be both artful and persuasive.

Today, this original lithograph is treasured not only for its historic and artistic value but also for its joyful character. It is a perfect representation of late 19th-century French graphic art—where everyday products were transformed into poetic moments of life through illustration.

Advertising - Gastronomy - Chocolate

The masters of posters Pl.11

Printed by Chaix

Bon état