General Antiques and Collectibles Spring Auction
Lot 164:
Description
C-17724
c. 1940s; Liggett & Myers Tobacco Co. – United States Large die-cut cardboard bookmark and calendar featuring dual celebrity endorsements for Chesterfield cigarettes. One side depicts crooner Perry Como with the text: "This is Perry Como giving you this Bookmark and Calendar reminding you of those ABC’s – Always Buy Chesterfield they Satisfy." The reverse side features singer Jo Stafford, who adds: "Smart smokers smoke them and like them." Both sides incorporate NBC’s microphone logo, tying the endorsements to their radio appearances. A printed calendar is positioned at the bottom for everyday reference. Produced by Liggett & Myers, Chesterfield was one of the most heavily advertised cigarette brands of the mid-20th century, frequently enlisting radio and film celebrities to bolster its popularity. This double-sided format allowed the brand to feature multiple stars at once, reflecting the powerful link between entertainment and tobacco marketing in the 1940s.
Light edge wear and minor toning present; graphics remain bold and vivid on both sides.
2" W x 9" H
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