AVA - Mira Lanza - Advertising sign - Metal

Amazing! The item being offered at auction is an iconic vintage-style advertising sign for Mira Lanza’s “new AVA for washing machines” detergent, featuring the famous little chick Calimero as its mascot. Mira Lanza was a historic Italian company founded in Genoa in 1924 through the merger of the Mira Candle Factory and the award-winning Royal Lanza Brothers’ Soap and Stearic Candle Manufactory. Mira Lanza was a leading Italian soap and detergent producer during the 1960s and 1970s. AVA detergent was one of the company’s best-known brands, launched in 1953. After being taken over by the multinational Benckiser, Mira Lanza permanently ceased production and operations in 1989. From 2001 onward, the Mira Lanza company and its brand were definitively discontinued, bringing AVA to an end and making AVA signs and advertising items highly sought-after and prized by collectors today. Mira Lanza was also famous for its extensive advertising campaigns featuring characters such as Calimero and the Dutch Girl, as well as its reward-points scheme in the form of collectible cards. The sign is made entirely of metal and is in good overall condition, with signs of wear that do not detract from its beauty but rather attest to its age. The sign is a work of art, with a beautiful font and stunning lettering, images, and logo, all in splendid colors. The sign comes from a former laundry that has since closed. Its approximate dimensions are 34 x 24 cm. A very decorative item for collecting or for decorating laundries, grocery shops, or themed spaces. The photos form an integral part of the description. The item is sold as seen, based on the photographic documentation, and in its current used condition, also as shown in the photos.