Diamond Taxi
Montreal, Quebec

Maker: D.D. Dean & Sons Ltd. Canada  (Ebay: Carl's Match Covers)

Montreal's venerable Diamond Taxi, launched in 1922, is now over 100 years old.

In this interesting ad campaign, Diamond issued a series of matchbooks with quiz questions about the company and its services. Some of the matchbooks were in English, some in French and some bilingual. The answer in all cases ("Diamond Taxi of course") was found by opening the matchbook.