I know this phrase plays a role in Thomas Pynchon’s 1966 novel The Crying of Lot 49. I was wondering if it had appeared in advertising before then. I am also curious if it has appeared in advertising since. I seem to remember it being in a television ad from the 1970s, but I don’t quite trust that memory.
!933 ads for Bakers Chocolate.
Quite a few other sources up until the 1960s.
As to after 1966–it was used in advertising Rocky Road ice cream in multiple locations in the US. I think it was one of those ice creams that was made by a major brand, but “house branded” for local groceries.