We start the week with this bonkers, but rather glorious ad for Bronco Toilet Paper, from a time when advertising copywriters were more robust in their approach!
B-59 has found a version of this ad "in situ" in a 1935 issue of Radio Stars magazine This would seem to suggest the 1930s as a plausible date/range for this cloacopapyrological image....
Date: Catalogue range c.1890-1910. Clothes and style would suggest much later. Probably early/mid-1930s
NLI Ref: M24/61/8
You can also view this image, and many thousands of others, on the NLI’s catalogue at catalogue.nli.ie

Comments

Foxglove
let's roll (!) out the toilet humour
Posted: 28.01.2019  
 
BeachcomberAustralia
'Bronco' could really wipe the smile off your face!
Posted: 28.01.2019  
 
BeachcomberAustralia
Sometimes Flickr is amazing! That design of roll was around at least as early as 1934 - via [https://www.flickr.com/photos/36844288@N00/] - [https://www.flickr.com/photos/36844288@N00/5419257278/in/photostream/] And 1942 (interleaved!) via [https://www.flickr.com/photos/32705854@N04/] [https://www.flickr.com/photos/32705854@N04/4933800673/]
Posted: 28.01.2019  
 
sharon.corbet
The Science Museum in London has a roll.
Posted: 28.01.2019  
 
BultacoFan
The catalogue date has to be wildly inaccurate, by at least 20 years. I would guess early 1930s at the earliest.
Posted: 28.01.2019  
 
sharon.corbet
If anyone is interested in the study of cloacopapyrology, see here for info. It mentions that the British Patent Perforated Paper Co. were "Sole manufacturers of Bronco (formerly called No. 1 Thin) 1894-1958+ [from 1935 described as the de luxe toilet paper in displayed layout]"
Posted: 28.01.2019  
 
B-59
The same slogan (and photo) was used for Fleischmann's Yeast (where it made more sense IMO), s. advertising in archive.org/details/radiostars7819unse/page/n161 (Publication date 1935)
Posted: 28.01.2019  
 
BeachcomberAustralia
The Bronco Song , probably not safe for work! youtu.be/6LCrRMCNwmU
Posted: 28.01.2019  
 
B-59
On the other hand, Fleischmann's Yeast was touted as laxative as well, so the use of 'Bronco' makes sense anyway. en.wikipedia.org/wiki/Fleischmann%27s_Yeast
Posted: 28.01.2019  
 
Carol Maddock
[https://www.flickr.com/photos/scorbet] Cloacopapyrology must be up there with our best tags ever.
Posted: 28.01.2019  
 
Carol Maddock
Found a few ads in 1936 and 1937 in the newspapers for Bronco, where a roll was reduced in price to 71/2d. Other brands available were The National; The Chieftain; The Monster; and the aptly named Big Crepe Toilet Roll. And the Irish Independent on 19 October 1989 has a jaunty picture of a man in a top hat looming over a lavatory. The caption says:
Mr. David Driver de Valle, general marketing manager of British Tissues preparing to flush away the final sheet of hard Bronco toilet paper in an 1890 loo at the Science Museum in London, yesterday. The company has abandoned production of hard Bronco paper after 100 years, claiming that the bottom has dropped out of the market, [ba dum tish!] and that today's consumer prefers a softer option.

Posted: 28.01.2019  
 
National Library of Ireland on The Commons
A great find [https://www.flickr.com/photos/66311327@N05] - Nice to see the ad "in the wild" :) Also helps significantly with the dating!
Posted: 28.01.2019  
 
oaktree_brian_1976
Bronco is a horse, most associated with cowboys over here. Yeehaw toilet paper?
Posted: 29.01.2019  
 
oaktree_brian_1976
contemporary equivalent from Canada, Dreadnought toilet paper from EB Eddy. Complete with battle ship on the wrapper. Aim, Fire! commons.wikimedia.org/wiki/File:Dreadnought_tissue_The_Cl...
Posted: 29.01.2019  
 
oaktree_brian_1976
[https://www.flickr.com/photos/66311327@N05] books.google.ca/books?id=goNbAAAAIAAJ&lpg=PA1062&... Copyright entry for Standard Brands, owners of Fleischman's yeast, later known as Nabisco.
Posted: 29.01.2019  
 
Niall McAuley
No-one has yet asked - what the hell is the ad copy about? Mabel has bad skin, so she should ... buy toilet paper?
Posted: 29.01.2019  
 
National Library of Ireland on The Commons
[https://www.flickr.com/photos/gnmcauley] I am perplexed by the copy too?
Posted: 29.01.2019  
 
BultacoFan
[https://www.flickr.com/photos/gnmcauley] Good point - perhaps there is something missing from the end (I was going to say 'bottom', but that one has already been done) of the ad?
Posted: 29.01.2019  
 
mikeyashworth
[https://www.flickr.com/photos/beachcomberaustralia] The memories of hard toilet paper! We should also recall Bronco's rivals in the market; Izal medicated paper from the once great Newton, Chambers empire based in Sheffield and Jeyes toilet paper who even made their own ceramic paper dispenser! [https://www.flickr.com/photos/36844288@N00/28124730320/in/photolist-JRhAts-9fT7oj] [https://www.flickr.com/photos/katyjd/5325130986/in/photolist-pJ8Rxb-oNeMrx-JRhAts-vxa6bv-bjzBe7-CTWwdR-fMQqB8-97yFVd-KtFXPX] As you can see, in wartime, you couldn't get the special paper!
Posted: 29.01.2019  
 
BeachcomberAustralia
[https://www.flickr.com/photos/36844288@N00] Fascinating - I can almost smell the trough lollies!
Posted: 29.01.2019  
 
National Library of Ireland on The Commons
Does anyone remember the Oifig an tSoláthair Government issue toilet paper? [https://www.flickr.com/photos/beachcomberaustralia] [https://www.flickr.com/photos/36844288@N00] [https://www.flickr.com/photos/bultacofan] [https://www.flickr.com/photos/gnmcauley] [https://www.flickr.com/photos/66151649@N02] [https://www.flickr.com/photos/47297387@N03] [https://www.flickr.com/photos/66311327@N05] [https://www.flickr.com/photos/foxglove]
Posted: 29.01.2019  
 
guliolopez
On the ad copy [https://www.flickr.com/photos/nlireland] and [https://www.flickr.com/photos/gnmcauley], if you look at the "in situ" print ad that [https://www.flickr.com/photos/66311327@N05] shares, it seems that the "Mabel" ad and copy were for a different product. Personally I think that what Mason has captured here is two overlapping displays somewhere in a store or something. I don't think that Mabel and the toilet paper have anything to do with each other.
Posted: 30.01.2019  
 
Niall McAuley
All praise to Google! The Mabel ad is in this .pdf of the Sherbrooke Daily Record of Sep 4th 1935. It's an ad for Fleischmann's yeast anti-pimple treatment. And it has a happy ending for poor Mabel!
Posted: 31.01.2019  
 
Niall McAuley
[https://www.flickr.com/photos/66311327@N05] [https://www.flickr.com/photos/20727502@N00] Proving that I should read the comments more carefully before posting :D
Posted: 31.01.2019  
 
Dr. Ilia
Beautiful.
Posted: 04.02.2019