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c1940 antique BORDEN\'S MALTED MILK ny PERFEX ELECTRIC MIXER advertising 3pc LOT
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This description was prepared with AI assistance using photographs of the original scrapbook. Buyers should examine all photographs to verify contents, names, dates, and condition.
Original vintage three-piece advertising and promotional literature lot issued by The Borden Company of New York, promoting Borden\'s Malted Milk and a special offer for the Perfex Electric Mixer, manufactured and guaranteed by A. C. Gilbert Co.
This interesting collection documents a coordinated retail marketing campaign in which customers could obtain a $2.25 electric kitchen mixer for just $1.25 after purchasing $2.50 worth of merchandise, including a package of Borden\'s Malted Milk.
The three pieces include:
1. Borden\'s Malted Milk Presents — Large retailer advertising instruction sheet headed \"A FREE Electric Mixer for You!\" and \"A Sure-Fire Plan for EXTRA Profits!\" Explains the promotional program, including how retailers could receive a free Perfex mixer, distribute punch cards, display advertising materials, and increase sales. Includes illustrations of the mixer and promotional materials. Issued by The Borden Company, 350 Madison Avenue, New York, NY.
2. Special Offer! Perfex Mixer — Illustrated double-sided advertising handbill featuring the electric mixer and its $1.25 promotional price. The reverse advertises Borden\'s new and improved Malted Milk, emphasizing digestibility, nutrition, and its use as a healthful beverage. Includes an illustration of the Borden\'s Malted Milk carton and information about the product\'s ingredients and nutritional qualities.
3. Perfex Mixer Promotional Punch Card — Original orange double-sided customer punch card with illustrated mixer, $1.25 promotional price, and numbered punch spaces for qualifying purchases. Reverse includes promotional instructions, references to the American Medical Association Seal of Acceptance, and spaces for the customer\'s name and address. Appears unused.
The campaign is particularly interesting for its combination of food advertising, early electric kitchen appliances, retailer incentive programs, consumer loyalty promotions, and health-related marketing claims.
The association with A. C. Gilbert Co., the well-known American toy and manufacturing company, adds another collecting interest.
An appealing group for collectors of Borden\'s advertising, malted milk memorabilia, vintage kitchen appliances, electric mixers, grocery store promotions, and American advertising history.
Measurements: Largest sheet approximately 8.5 x 11 inches. Three original paper pieces, illustrated on both sides where applicable.
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CONDITION: See listing description and photos.
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