Judge, 1918-01-12 · page 21 of 28
Judge — January 12, 1918 — page 21: what you’re looking at
What you’re looking at
This is a **World War I-era advertisement**, not satire. Published January 12, 1918 (near war's end), it's a patriotic marketing pitch targeting American families with soldiers overseas. The image shows soldiers in military camp lined up for inspection or drill. The ad claims British troops discovered that sour hard candy (called "Godsend") helps soldiers on marches and at the front because soldiers "can't drink water"—it supposedly causes digestive problems. The product pitched is Repetti Lime Tablets: small, portable candies meant as care packages. The marketing emphasizes practicality: lightweight, wrapped in paraffin to stay fresh despite dust, and affordable enough to send regularly (90¢ for eighteen 5-cent packages). This reflects genuine WWI concerns about soldier welfare and morale. The ad exploits patriotic sentiment, positioning candy consumption as supporting troops while promoting a commercial product. Repetti's claim to be a twenty-year "King of Caramel Makers" adds credibility.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
January 12, 1918 CANDY HELPS HIM ON THE HIKE—IN CAMP—OR AT THE FRONT The soldier can't drink water. It disagrees with him. The English have foun sour hard candy a “ GODSE! Lime Tablets answer this purpose beautifully and Rept, 5c package of Lime Tabs keeps the mouth moist and quenches the thirst. SEND YOUR BOY A CARTON OF | , Lime Tabs (Eighteen 5 cent packages) At your druggist for 90c or send us $1.00 and we will send it prepaid. Do not send him a pound; he can’t carry it and it soils easily. One package on each drill from our carton and his candy is always fresh, wrapped in } heavy paraffin paper. Remember the dust is bad and dries the mouth quickly; there is nothing as refreshing as a Lime Tab for a soldier. You can't buy better candy than | Repel, CANDY for twenty years “King of Caramel Makers” and manu- facturers of the highest priced chocolates and caramels. Our 5-cent lime tablet is of pure sugar and de- lightfully refreshing. REPETTI, 520 W. 36th Street, New York City WIIM