Aero advert, 1937
It’s more of this kind of thing today. Oh, why don’t I just go and live in 1937 if I like it so much?
Anyway. I do like the 1930s approach to chocolate advertising. They need a good, solid, sensible reason to eat it, not just because it tastes nice. I suppose Mars Bars with their slogan “A Mars a day helps you work, rest and play” is the last remnant of this kind of campaign.
The KitKat started life as Rowntree’s Chocolate Crisp and was marketed in the 1930s as a nourishing meal substitute – here
The Aero bar is another piece of confectionary that has stood the test of time. Here it is in 1937, where it’s promoted not so much as a sweetie but a pioneer at the forefront of science. Yes, yes, it gives you energy, good for acrobats, blah, blah, but eating it is basically taking part in an experiment. With patent pending, they can reveal that “Science has given Aero a special texture that is different.” With a “unique quick digestive action”, “Aero stimulates the enzyme flow,” and dissolves fast so that “these particles get right into the bloodstream to give you the quick new energy you need.”
As with Rowntree’s Chocolate Crisp, I find these advertising pitches work shamefully well on me. Who wouldn’t want to stuff yourself with a chocolate bar in the name of science? Now, where’s that Aero….