A color newspaper advertisement for Vin Mariani, France, circa 1895, printed on newsprint mounted on linen canvas. The subject: Jules Chéret (May 31, 1836 in Paris – September 23, 1932 in Nice) was a French lithographer, graphic artist, and painter. His name is associated with the beginnings of the modern poster.

Vin Mariani (French) is an alcoholic beverage first produced in 1863 by Angelo Mariani, made from Bordeaux wine and extracts of the coca plant. The drink is also considered a historical precursor to Coca-Cola, and the brand is regarded as the father of modern advertising. Right: Vin Mariani’s “Who’s Who” of prominent contemporaries, 1894–1902.

Vin Mariani and Coca-Cola are considered pioneers of modern brand advertising. They were the first to demonstrate that a product can be sold through image rather than just function.

Without these early marketing strategies, today’s advertising concepts – from influencer campaigns to global branding – would be hardly conceivable.

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