Chosen by Sir Douglas Mawson

The advertisement for Faulding's coffee essence claims it as the most warming and satisfying beverage. Mawson and his ship are depicted amid icebergs with the caption that Mawson is recognised as one of the world's greatest explorers.

Polar expeditions tried to offset some of their costs by receiving free or cheap supplies of goods. The manufacturer or supplier could then hope to recoup some of its expenses by advertising the fact that they had supplied their product to an expedition or explorer. This worked well, particularly when the media such as newspapers became involved and promoted the arrangement.

Sir Douglas Mawson was a South Australian scientist and explorer of note: F H Faulding & Co. was a South Australian manufacturing chemist of note. What better union than that Faulding's should supply their coffee essence to Mawson's British Australian and New Zealand Antarctic Research Expedition (BANZARE). The prominent advertisement in The Advertiser on 2 April 1930 was placed on the same day that the local newspaper published photographs and reports about Mawson's return from the Antarctic. It thereby capitalised on the intense interest that was being given to the expedition.

F H Faulding established his business in Adelaide in 1845. Although Faulding himself died in 1868 his company prospered and diversified into grocery items including baking soda, vinegar and coffee essence. Coffee essence was a popular alternative to tea during the early years of the 20^th century, until freshly roasted and ground coffee became more widely available following World War II and the large influx of European immigrants to Australia.

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