27 June 2020

Campari in the 1930s

Campari is a dark red-coloured aperitivo, introduced in Italy in the 1860s by Gaspare Campari. Under the direction of his son, David(e) Campari, the company began to export the bitter, first to France, then overseas. In the 1920s, a French postcard campaign with sepia portraits of stars of the French silent cinema photographed by G.L. Manuel Frères linked Campari to Paris. In the early 1930s, David did another Campari postcard campaign, this time with black and white star portraits by Studio Lorelle.

Henri Alibert
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Un petit Campari donne grand appètit (A small Campari gives great appetite.)

French singer, actor and librettist Henri Al(l)ibert (1889-1951), known as Alibert, was the Marseille singer par excellence. During the 1930s and 1940s, he starred in his own very popular operettas both on stage and on the screen.

Marcelle Chantal, publicity for Campari
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Paris sans Campari, n'est pas Paris (Paris without Campari, is not Paris).

Marcelle Chantal (1901-1960) was a French socialite who became a film actress. She peaked in the early 1930s. Marcelle Chantal symbolised French elegance.

Dolly Davis, publicity for Campari
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Si Paris vous attire, Campari vous retient (If Paris attracts you, Campari retains you).

French actress Dolly Davis (1896-1962) was a very popular comédienne in the 1920s, who was often paired with her then companion André Roanne. They even starred together in a film simply called Dolly (Pierre Colombier, 1928).

Florelle
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Un Campari et voila l'appètit (A Campari and there's the appetite).

French music hall star Florelle (1898-1974) was one of the queens of Paris. The petite blonde appeared in 54 films between 1912 and 1956, and also toured around the world. Her most beautiful role was as Fantine in a classic version of Les Miserables (1934).

Marie Glory, publicity for Campari
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: J'aimais un Campari... plusieurs! (I liked a Campari... several!).

For a long time, French actress Marie Glory (1905-2009) was the longest living star of the French silent cinema, but in 2009 she died at the age of 103.

Jeanne Helbling, publicity for Campari
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Un Campari, c'est un peu de Paris. (A Campari is like a bit of Paris).

Jeanne Helbling was an actress of the French cinema of the 1920s and 1930s, who was extremely active in early French sound film. She was also a Resistance heroine.

Georges Milton pub Campari
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Au travers d'un Campari, Tout est gai, tout est joli (With a Campari, all is gay, all is nice).

Georges Milton (1886-1970) was a French singer and actor, who peaked in French cinema of the 1930s as the character Bouboule.

Pauley ad for Campari
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Dès que je bois du Campari, Oh! mes amis, quel appetit! (Ever since I drink Campari, oh my friends, what an appetite!).

Pauley or Paul Pauley (1886-1938) was a French actor and singer, who knew a prolific career in French cinema of the 1930s.

André Roanne. publicity for Campari
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Qui dit Campari, dit appétit! (Who says Campari, says appetite!).

André Roanne (1896-1959) had a long-standing career in French cinema. He peaked in the 1920s in comedies and dramas, often opposite Dolly Davis.

Saint-Granier
French postcard by David Campari, Paris. Photo: Studio Lorelle. Caption: Si le public a ri, c'est j'en fais le pari, que les gens de Paris, ont bu du Campari (If the public laughed, It is, I bet it, that the people of Paris drank Campari).

Saint-Granier (1890-1976) was a French journalist, singer, (song)writer, actor, director, and radio star. Between the two wars, he was one of the great personalities of the French cabaret. He was also the director of Paramount Pictures in France in the early 1930s.

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