An amazon, dressed in a green robe and hat, prances on a red horse.<\/p>\n
“For the good reputation of the product or object the poster represents, I believe the immediate impression it makes should never be comical, satirical, or humorous, but it can be amusing or witty. I have tried to define in one word the feeling to which I have subjected all my compositions: I do not know if it captures it well, but I call it ‘mathematical comedy’… The Klaus chocolate poster\u2014a woman in a long green tunic on a red horse standing out against a black background\u2014was the first of its kind for me. It became an obsession, but I believe it achieved its purpose, as the results obtained by the company were conclusive and many people asked for the ‘red horse’ chocolate. It also marks the second stage of my evolution. It is thanks to this poster that I was able to get the idea, which had haunted me for a long time, accepted: to design posters based on their true subject. But while merchants or industrialists often shy away from new ideas, they cannot resist financial results. Faced with this brutal fact\u2014success\u2014I was allowed to have my formula adopted, and some of those most resistant at first now even insist on preserving them.” Cappiello, 1907, L\u2019Affiche Moderne<\/p>\n
“I must first tell you that Mr. Cappiello\u2019s opinions completely won me over. He is absolutely right when he says that a poster must be a bold statement that forcefully grabs the attention of passersby from afar. Moreover, advertising chocolate with a horse, and especially a red horse, is simply brilliant. However, I would have preferred it to be reserved for Poulain chocolate. As for the green woman on the horse, she is inevitable: the horse is red… with anger; therefore, the woman is green… with fear. It is as clear as day and, moreover, obligatory, since green is the complementary color of red.” La Sorte, May 25, 1907<\/p>\n","protected":false},"excerpt":{"rendered":"
Klaus has been a chocolate confectioner since 1856 in Locle, Switzerland. In 1903, he built a second factory in Morteau, France.<\/p>\n
The poster by Cappiello adorned the chocolate bars until around the year 2000.<\/p>\n","protected":false},"featured_media":132147,"template":"","meta":{"_acf_changed":false},"type-doeuvre":[4057],"product_brand":[],"product_cat":[3271],"product_tag":[3912,3250,3453,3362],"class_list":{"0":"post-132145","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"type-doeuvre-affiches","7":"product_cat-coffees-teas-chocolates","8":"product_tag-long-dress-en-6","9":"product_tag-hat","10":"product_tag-mountain-dweller","11":"product_tag-long-dress","12":"pa_periode-1900-1918-en","13":"pa_type-de-contenu-lithography","15":"first","16":"instock","17":"virtual","18":"product-type-simple"},"acf":[],"yoast_head":"\n