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Voucher - British Consols Montreal, Quebec
| Issuer | W.C. Macdonald Inc. |
|---|---|
| Year | 1933 |
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| Composition | Other (thin cardboard) |
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| Obverse description | Vignette of the Jack of Hearts playing card at left, printed in red and black, numbered '11' at lower left corner. A green guilloche underprint occupies the centre-right field, overlaid with redemption text in black letterpress. Expiry notice printed vertically in red along the right margin. |
|---|---|
| Obverse lettering | A PACK OF British Consols OR BRIER FULL SIZE PLAYING CARDS (OF NO MERCHANTABLE VALUE AND USED FOR ADVERTISING PURPOSES ONLY) WILL BE MAILED IN EXCHANGE FOR A COMPLETE SET OF THESE --- PICTURES --- (53 INCLUDING JOKER) ADDRESS British Consols P. O. BOX NO. 306 MONTREAL, CANADA THIS OFFER GOOD UNTIL MAR 31, 1933 |
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| Comments |
W.C. Macdonald was one of Canada's largest tobacco manufacturers, operating out of Montreal for over a century. In 1933, at the depths of the Depression, the company issued these small cardboard vouchers under the "British Consols" brand name — a reference to their popular cigarette line, not to British government bonds. The vouchers functioned as a premium redemption scheme, inserted into cigarette packages and exchangeable for goods from a catalog, a common loyalty mechanic Canadian tobacco firms ran aggressively through the 1930s.
Thin cardboard construction meant high attrition; intact examples with no splitting along the edges are genuinely uncommon.