Pioneering Advertising Strategies
In 1893 the company began using advertising posters created by Firmin Bouisset featuring a little girl using a piece of chocolate to write the name Chocolat Menier on a wall or window. The small girl's sweet innocence essayed the sweet chocolate message through her "chocolate graffiti". It proved to be a highly successful image and became an internationally recognized symbol. Firmin Bouisset's image of the little girl would be featured on Menier's packaged products as well as on promotional items such as reusable tin ware, creamers, bowls, sugar dishes, plates, canister sets, and even children's exercise books. Original Menier posters and assorted products as well as reproductions are still much in demand today.
As part of its sales strategy, Menier introduced small dark chocolate sticks to be inserted into a piece of bread. To raise their profile and sell more product, on sidewalks in towns and cities all over France, the company set up "chocolate kiosques". Their hexagon shape and peaked roof became the standard for newspaper kiosques. Such was their popularity that for children, the company made plastic model kiosks as toy dispensers filled with tiny chocolate bars.
With their growing international presence, the Menier Chocolate Company exhibited at the 1893 World's Fair in Chicago where they were billed as the leading chocolate makers in the world. As the business continued to prosper, at the turn of the 20th century, more additions to the Noisiel plant were made including a major building that was one of the first to use reinforced concrete and, because of its appearance, was soon dubbed by locals as the "Cathedral." In addition, the company built Pont Hardi, a 44.5m long concrete bridge, a record at the time, across the Marne River to link the new building to the other plants. (photo)
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