The Sign features an image of a charming little girl training her small dog who sits upright on a stool his attention riveted on his young mistress. Text on the Sign is in French (the Sign was printed for the French Canadian market by the Toronto Litho Company) and reads “Suves Vous du Liniment de Minard” (“Use Minards Liniment”) and “Le Grand Remede Pour Les Hommes et Pour Les Animaux” ( “The great Cure for Men and Animals”). Further text at the bottom of the Sign reads “C. C. Richard & Cie Proprietaires Yarmouth, N. S.” and “En Vente Dans Toutes Les Pharmacies” (“On Sale at All Pharmacies”).

    This outstanding, early North American Patent Medicine Company, Chromolithograph Roll-Up Advertising Sign retains the original metal strips at the top and bottom of the print. This type of Sign would be sent by the advertiser to the retail outlet rolled up in a tube and the retailer would unroll the sign and use it to decorate his walls and advertise the product. Usually these signs were thrown away after a short time but sometimes the retailer would roll them up and save them thus preserving them for future collectors.

    Minard’s Liniment was a patent Medicine / Elixir said to be the “finest product available to man or beast”. It was created by Dr. Levi Minard, who practiced medicine in Brooklyn, Hants County, Nova Scotia. This white ointment was used on every ache and pain the body had, including arthritis and bronchitis. For years, only Dr. Minard used the product on his patients. Like other patent medicines, Minard's was sold by its creator with exaggerated claims. Dr. Levi Minard became know as “The King of Pain” and his liniment was used for easing stiff, sore muscles, and aching backs. Dr. Minard's preparation, which he developed in the 1860s from ingredients known to bring comfort and relief. It became a popular home therapeutic and found widespread use throughout the Maritime provinces and in Newfoundland. The popularity of Minard's Liniment then pushed west into Quebec and Ontario, where it became known as the "King of Pain Relief" because of the immediate relief it brought. In the 1870s, he sold the patent rights to Mr. W.J. Nelson who started a manufacturing plant in Bridgewater and who, in 1885, sold the product to C.C. Richards and Company in Yarmouth. For over 25 years this was a very successful business in Yarmouth.

    This very rare and attractive, 1880’s Minard’s Liniment Patent Medicine Chromolithograph Advertising Sign is in very good condition - the colors are bright and vibrant, rich and warm and there is no serious physical damage of any kind. There are horizontal creases that are typical of this type of Roll-Up Advertising Sign as can be seen in the scans below and there are some small splits at the ends of a few of the folds. There are a few short edge tears and less than a handful of very small areas of surface scuffing. The surface is generally clean and crisp and the Sign will display beautifully with a quality matting and framing. Please see the scans below for a good indication of the content and condition of this wonderful Minard’s Liniment Patent Medicine Advertising Sign.

    A very rare and beautiful, 1880’s Roll-Up, Point-of-Sale “Minard’s Liniment” Patent Medicine Chromolithograph Advertising Sign and a fantastic addition to any collection!!!