Information
Type of merchandise: collectible cards in soap bars
Country of manufacture: France
Country of distribution: France
Date: from February to September 1939
Manufacturer: Cadum
Retail price: free with a box of three FF2 soap bars
Dimensions: 5.5″ × 11” for Snow White, 5.5″ × 5.5” for each dwarf
Promotional giveaways
The company Cadum, which still exists today, was founded in 1907 to market a remedy for eczema made from cade oil (cadum in Latin). The factory was set up in Courbevoie, a suburb of Paris, and by 1912 it was producing Cadum soap, advertised as “high-quality and accessible to all.” Since 1920, thanks to a successful ad campaign featuring a smiling baby, the phrase “bébé Cadum” became a household expression in France.
From February 13 to September 15, 1939, French newspapers were filled with a massive advertising campaign promoting a partnership between Cadum soaps and Walt Disney S.A. Mickey Mouse.
The concept was to purchase a box—featuring the dwarfs according to the ads—containing three bars of soap. Inside was “one of eight magnificent color prints depicting Snow White and the Seven Dwarfs, specially drawn by Walt Disney for Cadum.” The appeal to housewives, the primary target of these ads, was the promise of a “double pleasure”: “achieving soft, fair skin in no time” while also “bringing great joy” to their children. After purchasing four boxes of three soaps, customers could also receive, by mailing in the packaging, a “charming Cadum villa” made of paper, which could also be purchased in stores for 1 franc.
The first numbered chromolithograph measured approximately 5.5 × 11 inches and showed Snow White embraced by the Prince, surrounded by the seven little men and woodland animals. The seven remaining prints, each about 5.5 × 5.5 inches, featured the dwarfs individually. On the back, a short text recounted the story of the film, including some side notes about the character shown on the front.
At the start of the promotion, a regular bar of soap cost 2 francs, while the oversized bath version was priced at 4.50 francs. Eight months later, the prices had slightly increased to 2.05 and 4.60 francs respectively, “armament tax included.” Indeed, on September 3, 1939, France declared war on Nazi Germany, and it is highly likely that the promotional campaign ended not because of lack of consumer interest, but due to the urgency of the war. In Belgium, where the first set of cards was also successfully distributed, a second series was released in August 1939. Belgium was invaded by Hitler’s armies on May 10, 1940, and surrendered 18 days later. The ensuing rationing was hardly compatible with the distribution of promotional giveaways.
In the early 1950s, Cadum would reissue promotional cards in France featuring not only characters from Snow White and the Seven Dwarfs, but also other Walt Disney characters.
The cards
Snow White and Prince Charming
Once upon a time, there was a very unhappy little princess named Snow White. Her mother had died, and her stepmother forced her to work endlessly in the kitchen. One day, as she was drawing water from the well, Prince Charming happened to pass by and saw her sweet face reflected in the water, like in a mirror. He instantly fell in love with her and, to let her know, he sang her a beautiful love song.
But the Evil Queen, who was spying on Snow White, also heard the love song. She was already furious, for her magic mirror had just revealed to her that she was no longer the fairest in the land. Snow White had now surpassed her in beauty. The Queen immediately decided to get rid of the poor girl.
Warned of the danger, Snow White fled into the forest and found refuge in a little cottage inhabited by the Seven Dwarfs, who welcomed her warmly. She baked them a delicious redcurrant pie and introduced them to the joys of cleanliness. At first, they didn’t quite understand why they needed to wash up before eating. “Why should we?” asked Happy. “It’s not Sunday…”
But since Snow White refused to give pie to anyone who was dirty, they eventually gave in and washed up. The Dwarfs were amazed to discover that water gets you wet, and they were delighted by how much Cadum soap lathered. Still, they had to dunk Grumpy in the water to get him to bathe, and Dopey, the innocent one of the bunch, actually ate the Cadum soap. He thought it was delicious—but later confessed, with lots of hiccups and soap bubbles, that the redcurrant pie was better after all.
Look closely at the scene in this image, and you’ll see the portrait of Snow White and Prince Charming. If you want to know how they escaped the Evil Queen, take a look at the other pictures included in the Cadum soap boxes. You’ll meet the Seven Dwarfs, Snow White’s loyal friends. And once framed, these illustrations will look lovely on your bedroom wall.
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Sneezy
Sneezy is a poor fellow with a constant cold.
He sniffles, coughs, and sneezes—
In winter just as much as in summer.
Ah-choo… atchoo… it never stops!
Poor Sneezy sneezes at the slightest thing. When he breathes in the scent of the bouquet Snow White left on the table, he’s seized by such a sneezing fit that the Dwarfs have to tie a napkin around his head to stop him. In fact, even a single sneeze from Sneezy is like a full-blown hurricane. The worst ones usually come right at bedtime.
On the evening Snow White arrives, Sneezy lifts Dopey onto his shoulders to make them tall enough to dance with her. But suddenly, Sneezy lets out a massive sneeze, and poor Dopey goes flying—launched all the way to the ceiling beams, where he swings happily, wiggling his ears.
Yet, when the Dwarfs believe Snow White is dead, poisoned by the Evil Queen, Sneezy is so heartbroken that he stops sneezing altogether and just cries and cries…
Then, when Prince Charming awakens Snow White from her magical sleep with a kiss, Sneezy—overjoyed—once again forgets to sneeze.
You’ll find portraits of the six other Dwarfs, Snow White, and Prince Charming inside Cadum boxes of 3 soaps. Frame them and decorate your bedroom with these charming illustrations.
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Happy
Of all the Dwarfs, here is the happiest one.
Just look how cheerful he is!
All day long, he laughs so joyfully
That everyone rightly calls him Happy.
Always merry, always smiling, Happy tends to see only the bright side of things. He sees good everywhere—even in the Evil Queen. When the Dwarfs grumble because someone cleaned their cottage while they were away at the mine, Happy is the only one who thinks it’s wonderful. Sneezy exclaims, “Someone stole our plates!” — but Happy replies, “No, they’re just tucked away in the cupboard!”
Nothing seems to upset him. One day, Sneezy sneezed so hard that it knocked Happy over. But Happy simply stood back up, removed the pot that had fallen on his head, and kept on smiling. He even agreed to wash up with Cadum soap when Snow White asked—despite the fact that “it wasn’t Sunday.” He was a bit startled to discover that water actually gets you wet, but he bravely stepped in, laughed while washing, and dried himself off with Grumpy’s beard—because he’s resourceful like that!
Only once does Happy’s cheerful face lose its smile: when Snow White appears lifeless in the little cottage after biting the poisoned apple given to her by the Evil Queen. But when Prince Charming awakens her from her magical sleep with a kiss, Happy bursts with joy, shouting and dancing so wildly that the forest animals are left dizzy.
You’ll find portraits of all of Happy’s companions, as well as Snow White and Prince Charming, inside Cadum boxes of 3 soaps. Frame them and hang them on your wall—they’re sure to make you Happy!
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Bashful
Bashful, alas! is terribly shy around ladies.
But one day Snow White appeared,
And in a single instant, she ruled his heart—
Overwhelmed by one deep and sudden love.
From the moment Bashful saw Snow White asleep in the Dwarfs’ bedroom, he adored her and exclaimed, “She’s as pretty as an angel.” When Snow White awoke and smiled, the poor little Dwarf turned as red as a poppy. Flustered, he started tying knots in his beard as if it were a scarf, and every time Snow White looked at him, he’d start his funny little routine all over again—spending the whole day untangling and retying his beard.
It took great courage for him to ask Snow White to sing a song! When she noticed he hadn’t washed his hands before sitting at the table, he was so ashamed he wished he could turn into a mouse and hide in a hole.
All day long, he dreamed about the kiss Snow White had given him on the forehead before the Dwarfs left for the mine. But what a terrible awakening when the forest animals came to warn the Dwarfs that the Evil Queen had killed Snow White!
The portraits of Dopey, Doc, Grumpy, and the other Dwarfs—as well as Snow White and Prince Charming—can be found inside every box of 3 Cadum soaps. Keep them and frame them; they’ll look wonderful on your bedroom walls.
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Doc
Doc is extremely proud.
Like a peacock, he struts around;
He thinks he knows everything—
But between us, he’s a bit of a fool!
Doc is certainly like some people you may know. He’s pompous, self-important, and talkative. He loves making speeches—but always gets tangled up in his words. Still, he has an important job: he inspects all the precious stones the Dwarfs find in the mine. He also leads them through the forest when it’s time to go to work. In many ways, Doc is their leader—but not when quick action is needed. That’s when Grumpy takes charge, while Doc is still trying to find the right words.
Doc and Grumpy had a big argument when Snow White arrived. Doc wanted her to stay; Grumpy didn’t. But naturally, Grumpy gave in when he realized she knew how to bake redcurrant pies! Doc got his revenge when Grumpy refused to wash—even with Cadum soap—to please Snow White. With help from Happy, Bashful, Sneezy, and the others, Doc dunked Grumpy into the water fully clothed! Oh, what a bath that was, my friends!
To get the portraits of the Dwarfs, Snow White, and Prince Charming, look inside the boxes of 3 Cadum soaps. These images, once framed, will look beautiful displayed on your bedroom walls.
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Sleepy
Sleepy isn’t exactly brave.
In fact, he’s a bit on the lazy side.
He’s a tiny little fellow, it’s true—
But he sure knows how to take long naps!
Sleepy is always trying to catch up on his rest. In the 300 years he’s been on Earth, he still hasn’t had enough sleep to feel satisfied.
He’s been at odds for ages with a family of flies that constantly torment him. Every day, Sleepy drives the Dwarfs’ cart to the diamond mine. He chose that job so he could nap along the way. But one mean little fly always buzzes in his ears and wakes him up. Sleepy gets mad and tries to swat it with a whip—but misses and hits the horse instead! The horse bolts, and the whole cart tips over!
Another of those fierce little flies lands on his nose every time he nods off, disturbing his sleep so badly that each morning, he feels even more tired than the day before.
But Sleepy finally makes peace with the flies on the day Snow White insists that all the Dwarfs wash up before dinner—even allowing one fly to wash herself on a bar of Cadum soap! That night, Sleepy sleeps wonderfully, and in the morning he’s so alert that he’s the very first to understand the warning from the animals: the Evil Queen has poisoned Snow White!
To find the portraits of Doc, Sneezy, Happy, and the other Dwarfs—as well as Snow White and Prince Charming—open more boxes of 3 Cadum soaps. Once framed, the images will look perfect on your bedroom wall.
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Grumpy
Grumpy is clever, no doubt about that,
But hides his feelings beneath his hat.
Always grouchy, grumbling, stern—
Who would guess how kind he is in turn?
Grumpy—whose portrait appears on the front—is the true leader of the Seven Dwarfs. For reasons no one quite understands, he can’t stand little girls. So when he learns that Snow White is one—and that the Evil Queen is her stepmother—he doesn’t want her to stay. He fears she’ll bring them nothing but trouble.
But Grumpy just can’t resist when he sees the redcurrant pie Snow White has baked. Still, when she gently asks him to wash up, he refuses and growls, “I knew she was up to no good!” The other Dwarfs promptly dunk him in the water and scrub him with enthusiasm. Grumpy flies into a terrible rage—until he finds out they used Cadum soap. Then he begins to soften.
Despite appearances, Grumpy truly cares for Snow White. He’s the one who warns her never to let anyone into the cottage while the Dwarfs are away. Sadly, Snow White is moved by pity for a poor old beggar woman. But that “beggar” is really the Evil Queen in disguise, come to offer Snow White the apple that will send her into an eternal sleep.
Thankfully, the birds and forest animals rush to warn the Dwarfs. And it’s Grumpy who leads the charge to pursue the Queen, who falls into a deep chasm and becomes food for the vultures.
Grumpy is one of the Seven Dwarfs whose portraits you’ll find in boxes of 3 Cadum soaps. Save these illustrations and frame them—they’ll add charm and character to your bedroom wall.
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Dopey
Dopey is a little bit goofy.
He loses his head oh-so-easily—
But when there’s work to be done,
He’s never the last to get it begun!
Dopey is the youngest of the Seven Dwarfs—he’s not even 200 years old yet, and his beard hasn’t had time to grow in.
He’s the one who always gets stuck with the chores no one else wants. So, the night Snow White came to take shelter in the Dwarfs’ cottage, they all got scared when they heard a noise in their bedroom. Convinced it was an ogre, they naturally sent Dopey to investigate.
Snow White, who had just woken up, yawned—and Dopey was so frightened that he fell backward, crashing into all the dishes and making a dreadful racket! The other Dwarfs rushed in, and mistaking Dopey for the ogre, they began to beat him up! The poor little guy took quite a few hits before they realized their mistake. Alas! The bruises were already there!
Since Dopey never speaks, Snow White once asked Happy why. “He probably doesn’t know how,” replied Happy. “He’s never tried.”
But Dopey isn’t always so dumb… For instance, every morning when Snow White kisses the Dwarfs goodbye before they head to the mine, Dopey, after receiving his kiss, runs out the door—only to sneak back in through the window and get a second kiss! What a rascal!
Look closely at the front of this image, and you’ll see Dopey right after swallowing a bar of soap during a scuffle with Grumpy—who was refusing to wash, even though Snow White had asked him to. Dopey felt much better as soon as they told him it was Cadum soap!
An artistic image taken from Walt Disney’s Snow White and the Seven Dwarfs is included in every box of Cadum soap. Collect them all!
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