Booklet, 'The Story of Sergeant Dan' [In Copyright]; Whitcombe & Tombs Limited; ...
Booklet, 'The Story of Sergeant Dan' [In Copyright]Maker
PrinterAbout this object
An illustrated advertising booklet telling the story of 'Sergeant Dan, The Creamoata Man'. An amended edition, it was published specifically for the 1940 New Zealand Centennial Exhibition held in Wellington.
The Sergeant Dan Story
The Sergeant Dan character was created in 1915 to help sell 'Creamoata' a cereal product of 'Fleming & Co., Gore'. Herbie Fleming, the then Gore mill manager, engaged the Auckland advertising agency 'Chandler & Co' to produce the original edition. The character's creation is accredited to Charlotte Lillian Lawlor, a New Zealand artist and writer, who was engaged by Chandler & Co . Charlotte's creation of 'Sergeant Dan' in both its narrative and graphics was a new approach to advertising. 'Sergeant Dan' being part boy scout, part boy soldier, reflected both the popularity of the scouting movement of the time and the strong patriotic sentiments of a nation at war. 'Sergeant Dan' soon became a national icon.
This booklet was based on 1915 newspaper advertisements and includes two extra pages capturing later stages of Sergeant's Dan's life.
organic, processed materials, paperMeasurements
h 138 mm x w 115 mmDate Made
Fleming & Company Limited, Gore. N.Z.Publication Date
Oceania, New Zealand, South Island, GoreSubject and Association Keywords
Fleming CollectionObject Type
This object is from
Include tags such as place names, people, dates, events and colours. Use commas to separate multiple tags. e.g. Pablo Picasso, Madrid, red, 1930s.