JEAN CARLU (1900-1997) PSCHITT! 1954. 88 1/2x59 3/4 inches. Courbet, Paris. Condition B+: overpainting, restoration and creases in image. Two sheets. After Europe discovered soft drinks, mostly thanks to American soldiers drinking Coca-Cola at the liberation of Paris, the 1950s became a decade when different brands of fruit soda invaded the market. Based on the success of Carlu's advertising campaigns, Perrier chose to call their brand of fruit soda "Pschitt," and the product became instantly popular. No doubt its launch was well aided by Carlu's imaginative creation of two colorful clowns, one representing orange soda, and the other lemon soda. This image was used on a very large scale and in all possible ways, including point-of-purchase advertising. This large format poster is extremely rare. Carlu 78.
