Pierre-Francois Lardet created Banania in 1914 as a chocolate-flavoured banana powder after returning from Nicaragua. The brand introduced a Black soldier mascot in 1915, depicted with a red fez, broad smile and simplified French. Around 200,000 African soldiers from West and Central French colonies fought for France in World War I, many forcibly recruited. The mascot resembled Senegalese Tirailleurs, a corps founded in 1857 known for bravery and their red fez; at least 30,000 tirailleurs died in World War I and about 8,000 in World War II. The mascot’s exaggerated features and the slogan “Y’a bon” perpetuated racist colonial caricatures.
With its red fez, broad smile and simplified French, Banania's mascot has been associated with racist stereotypes. In 1909, French journalist-turned-entrepreneur Pierre-Francois Lardet returned from a trip to Nicaragua determined to recreate a beverage he had tasted there. Five years later, in August 1914, Banania was born. The arrival of the chocolate-flavoured banana powder drink came just as France found itself at war.
The African soldier on the Banania poster resembled soldiers known as the Senegalese Tirailleurs (riflemen), who wore a signature red fez. This military corps, founded in 1857, was given its name because its first recruits came from Senegal. The tirailleurs were famed for their bravery. They were first sent to serve in the colonial wars in West and Central Africa, before fighting in World War I (1914-18). During World War II (1939-45), they served in France, North Africa and the Middle East.
Banania's tirailleur is smiling, sitting on the grass with a bowl of the powdered drink and a rifle by his side. His exaggerated smile and facial features resemble the racial stereotypes popular at the time and seen in advertisements for chocolate, soap and shoe polish. The poster's slogan, Y'a bon, meaning C'est bon (this is good) in the simplified French taught to colonial soldiers, furthered the racist caricature of the cheerful but simple African.
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