Bouillon Oxo - Cappiello

This vibrant French advertising poster for Bouillon OXO was created by Leonetto Cappiello (1875–1942), the Italian-born artist widely regarded as the father of the modern advertising poster. Produced around 1907, the French text reads “Bouillon OXO – Prêt à être consommé – De la Cie Liebig,” meaning “OXO Bouillon – Ready to be consumed – From the Liebig Company.” The message highlights the convenience and modern appeal of the product, reflecting early 20th-century marketing aimed at busy households seeking quick, reliable food solutions.Rather than illustrating the product realistically, Cappiello transformed it into a theatrical visual moment, using humor, exaggerated scale, and bold color to capture attention instantly. This approach marked a major shift away from the decorative Art Nouveau style that dominated French posters at the time, helping to define the future of commercial graphic design.Leonetto Cappiello was born in Livorno, Italy, in 1875 and moved to Paris in 1898, where he revolutionized poster art with simplified compositions, striking contrasts, and unforgettable central figures. Over his career, he created more than 500 posters for major brands, theaters, and cultural events, including iconic designs for Campari, Maurin Quina, Cinzano, and OXO. His work remains highly sought after for its graphic power, historical importance, and timeless appeal.This circa-1907 OXO poster is a classic example of Cappiello’s early mastery, blending charm, bold design, and clever advertising into a memorable image from the golden age of French poster art.This is an Original Vintage Poster, it is not a reproduction. This poster is conservation mounted, linen backed and in excellent condition. We guarantee the authenticity of all our posters.