the end of the XIX century, the productivity techniques were asserting
and the communication means were developed.
order to promote economical development, a maximum of persons had to
be reached. Newspapers, magazines, leaflets, neon signs were perfectly
filling their part. But this is not enough, in order to ensure maximum
diffusion of a product, the public sectors have to be involved and usual
objects are then becoming the undeniable support for advertisement.
beer and other drinks producers and merchants are soon being interested
in this type of advertisement because of its impact on the food &
drink sectors. Bars and restaurants are full of persons who take time
to relax, and it is during that very moment that people are the most
receptive. Nothing is forgotten, from the glass to the tray, from the
smallest neon sign to the carafe, from the coaster to ….. the
ensure the diffusion of their products, merchants were offering glasses
and corkscrews, with their advertisement, to bars and restaurants.
“waiter’s friend” is the most appropriate utensil
to wear advertisement because it has the sufficient surface to write
the name of the product. Its simple and practical use made it popular
within the waiter’s world.
were not satisfied enough with simply engraving their advertisement
on an ordinary corkscrew and produced then personalized corkscrews,
like the “Picon” (see picture) or the “VAT 69”
of models were produced and are, with this sole particularity a theme
for a collection.