Crayfish & Milk

Crawfish Demand These Drinks! was created by Albert Engström as the famous poster of the No campaign ahead of the 1922 referendum on alcohol prohibition. Nearly half a century later, Svenska Mejerierna used the equally direct appeal Take Care of Yourself, Drink Milk in its 1970 campaign.It is a meeting between two entirely different messages, yet the same Swedish talent for forceful advertising. One argues for the freedom to drink, the other for milk and health. Hung together, the contrast becomes both amusing and historically astute – two snapshots of their time showing how people sought to persuade Swedes about what they ought to drink.