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Jacques-Pierre BellengerCirca 1945 original advertising poster for soft drink “SUD” - BellengerCirca 1945
Circa 1945
$2,140.28
£1,605.38
€1,800
CA$2,987.82
A$3,236.17
CHF 1,714.02
MX$39,152.81
NOK 21,547.87
SEK 20,087.19
DKK 13,712.09
About the Item
This vibrant original poster from circa 1945, designed by the talented duo Pierre & Jacques Bellenger, radiates the effervescence and optimism of post-war France. Advertising the refreshing soft drink “SUD” the composition centers around a jubilant young woman, her hair tossed by the breeze, caught mid-laughter as she opens a bottle of the fizzy beverage. The slogan, "La joie... de boire" ("The joy of drinking"), floats above her, embodying the carefree spirit and lighthearted indulgence of the era.
Rendered in bold shades of blue, red, and white, the poster is a brilliant example of mid-century commercial design. The stylized figure, with her exaggerated smile and animated pose, is instantly eye-catching, while the oversized bottle—emblazoned with the brand’s sunny yellow and blue label—anchors the composition and reinforces the product’s identity. The overall layout is dynamic and energetic, with strong visual contrasts and playful typography that reflect the exuberance of French graphic art in the 1940s.
More than just an advertisement, this poster encapsulates a cultural moment. In the wake of World War II, French graphic design began to shift toward brighter palettes, cheerful imagery, and messages of leisure and pleasure—qualities that this piece embodies with great charm. Whether displayed in a café, a grocer’s window, or now in a collector’s space, it would have served as an irresistible invitation to enjoy a sparkling taste of joy.
A wonderfully preserved example of vintage beverage advertising, this poster remains not only a cheerful visual treat but also a spirited emblem of France’s return to color, fun, and fizz.
Advertising - Gastronomy - France
Printed by De la Vasselais in Paris
- Creator:Jacques-Pierre Bellenger (French)
- Creation Year:Circa 1945
- Dimensions:Height: 61.42 in (156 cm)Width: 45.28 in (115 cm)
- Medium:
- Period:
- Condition:Good condition.
- Gallery Location:PARIS, FR
- Reference Number:1stDibs: LU1792217270532
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