The French take their coffee and their art very seriously, if you have ever doubted this just take a look at the handbills below. In the 1950's, Mokarex along with several other French coffee manufacturers gave away unpainted plastic model figures as advertising premiums with packets of their coffee. Collecting the figures and painting them became a national pastime, to such an extent that Mokarex sponsored a painting competition for their figures:
Saturday, 12 June 2021
Paint a toy soldier and win a car, or two!
First prize was a Versailles, a luxury saloon car manufactured by Simca, second prize was a Citroen 2CV, which I understand is also some sort of car, the next four runners up each won a television set! Don't knock it, bear in mind this was 1956, my family didn't get our first tv set until 1963, and even then it was second hand.
Another version of the handbill for the same competition, which was to be judged by a jury made up from members of the Societe des Collectionneurs de Figurines Historiques.
The all important terms & conditions were printed on the reverse of the handbills, for those interested in such things. For anyone interested in seeing more about these very fine models, known affectionately by the French as figurines publicitaires there is a very good website here: Mokarex