Leonetto Cappiello is known as the “Father of Modern Advertising” thanks to his design innovations within the poster field, specifically his lively compositions full of movement and color offset by flat, saturated backgrounds. This poster for a chocolate brand is especially important as it introduced the concept of a mascot to advertising. Rather than show the product, Cappiello chose to present a distinctive image of a woman riding a red horse. This was so novel that people soon began to ask for the chocolate by describing the image rather than mentioning the brand’s name.