Ovaltineys

August 26, 2025

1934

The Ovaltiney’s Concert Party

In the 1930s the food industry discovered that children could be marketed to directly. Companies realised that young consumers were not only susceptible to advertising, but that they could also influence the choices made at the family table. Few companies embraced this idea more wholeheartedly than Ovaltine.

Ovaltine, first created in 1904, was marketed as a wholesome drink, a blend of barley malt, milk, egg, and cocoa, rich in vitamins and minerals. But in the 1930s, the brand embarked on a campaign that was remarkable not only for its scale, but for its sheer ambition. Aimed squarely at children, it was one of the most comprehensive and agressive advertising strategies of its time.

What Ovaltine created was more than just advertising. It was a cultural phenomenon, a community for children, built on loyalty, play, and the promise of health.

At the heart of this campaign lay a children’s club: The League of Ovaltineys. Overseen by the so-called “Chief Ovaltiney,” its mascots were a fictional trio, Elsie, Winnie, and Johnny, always presented as healthy, cheerful children thanks to their daily dose of Ovaltine.

Perhaps the most memorable element of the campaign was radio. Beginning with a broadcast on December 23rd, 1934, the Ovaltineys took to the airwaves of Radio Luxembourg. From 1935 onwards, every Sunday afternoon between 5:30 and 6:30, children could tune in for songs, stories, and a sense of belonging.

Membership rules even obliged children to listen, after all, the programme was “for their special benefit and entertainment.” The broadcasts proved so elaborate, with their use of codes and secrets, that on one occasion Luxembourg’s secret service is said to have enquired into their purpose.

New members were inducted with a rulebook that stressed excitement, secrecy, and coded messages. Yet, interestingly, it also required that parents be recognised as honorary members, ensuring no secrets were kept from them.

The club encouraged children to spread the word among friends, turning young members into enthusiastic brand ambassadors. By 1939, the League of Ovaltineys claimed five million members.

Children were invited to enter competitions, win Ovaltine-branded prizes, and decode secret messages, accessible only to members of the League. Non-members, meanwhile, were encouraged to join so they wouldn’t miss out on the fun.