Posts tagged ‘candy wrapper’

Tootsie Roll: Penny Candy That’s Not

Here’s an ad for Tootsie Rolls that ran in February and March 1910:

Chocolate Tootsie Rolls are “a hit with all.” And just whom do we mean by “all”? Let’s see. We have the lady at leisure with a book in one hand and a Tootsie in the other. Or for the working woman, a Tootsie chew at the typewriter. Tootsie is for the sporting types as well, as we see Lady offering a morsel to a burly line backer. At home, Mama might offer a bite to her sweet one. Look, there’s Junior, snacking on a Tootsie on his way home from school. And even Officer Nightstick enjoys his Tootsie. Men and women, young and old, leisured and working, at play, school, home or office: everybody eats Tootsie Rolls.

Tootsie Rolls is up to something interesting in this ad. They are selling a piece of candy at the price of one cent: penny candy. But “penny candy” is cheap, in price and quality, and considered suitable only for children. And the penny candy market is the very bottom. If you want a big piece of the candy pie, you need to sell up.

Stern & Saalberg, the makers of the Chocolate Tootsie Roll, had a couple of ideas. First was the packaging. Whether Tootsie Rolls were the first penny candy to be wrapped in paper is impossible to say. Paper wrapping machines were common by 1908, the year Tootsie Rolls were first marketed, and other candies large and small were sold wrapped. But the wrapper on the Tootsie Roll is distinctive, the shape is distinctive, and the display of all those Rolls lined up in their case is quite eye catching. And while “penny candy” was usually brightly colored to catch the child’s eye, Tootsie Roll was wrapped in more “sophisticated” tones of gold and chocolate brown.

The power of syllogism also came in hand for making the Tootsie Roll stand out in the penny field. The copy on this ad reads: “Retailed at one cent each but no more to be classed with the ordinary run of Penny Goods than a Plate of Ice Cream with a Snowball.” Put on your SAT hats: Snowball is to Ice Cream as Penny Good is to Tootsie Roll. Tootsie Roll comes out way ahead in this game of logic.

It wasn’t long, though, before the obvious solution presented itself. In April 1910, a new ad appeared proclaiming “We HAD to pack them in 5 and 10c. packages–everybody asked us to–so here they are, the neatest style and biggest value ever put into a 5 or 10c package.” :

Of course, that didn’t mean that you were getting a special deal. As you can see in this re-design of the package in 1913, a 5 cent box gives you 5 one cent candies, and likewise for 10 cents. But you do get a nice box to go with it.

Sources: Stern & Saalberg ads for Tootsie Rolls from Confectioners Journal (1910); 1913 packaging illustrated in International Confectioner (1913)

February 19, 2010 at 8:24 am 3 comments

Candies For Trick or Treat in the 1950s

Close up view of a Halloween bag storing candy sweets

Halloween is coming. Trick-or-Treat and … CANDY!

It’s hard to believe, but back in the 1950s, Halloween wasn’t really a candy holiday.

Before the 1940s, most Americans had never heard of trick-or-treat. And as trick-or-treat caught on after World War II, treats were various and mostly not candy. Typical treats included cookies, popcorn balls, nuts, coins, and also jelly beans and candy corn, loose and unwrapped. And of course the occasional rock.

Life Magazine doesn’t have any ads for candy that mention trick-or-treat before 1953. In the October 26, 1953 issue, Fleer Dubble Bubble ran an ad that said “Treat the Kids this Halloween with Dubble Bubble.” The accompanying drawing features a woman handing gum to a pack of costumed kids. There’s a little black cat sitting at her feet. Think “Bewitched” but brunette.

Mars, Inc. was another of the very early manufacturers promoting candy for trick-or-treat. The October 25, 1954 issue of Life features an ad for Milky Way bars promoting the “Haunting Flavor” of its “three layer treat.” The image shows a ghost eating a Milky Way. Fleer Dubble Bubble also ran an ad in the same issue with a masked trick or treater ringing a doorbell, a clever visual reference to the early “gangster” origins of trick-or-treat.

The association of candy with Halloween was not obvious to everyone, though. Other products pitched trick-or-treat  as an occasion to spread their own kind of goodness. The October 25, 1954 issue of Life included a Kellogg’s ad for cereal Snack-Paks that reads “Sweet treats for little kids!” and shows a woman handing a box of Frosted Flakes to the Trick or Treaters. In 1959, the October 26 issue featured trick-or-treat theme ads for Hawaiian Punch (“treats for thirsty tricksters”), Kool Aid (“loot for the trick or treaters”), and my own personal favorite for weird Halloween tie-in, Dutch Masters Cigars (costumed kids hold a cigar box out to dad: “No trick…all treat”).

Anything could be a Halloween treat. And candy advertised around Halloween might not even make a Halloween reference. In 1954 and later years, Brach’s ran an ad for chocolate peanuts which made no mention of the season or the holiday. Mars ran an ad for the Mars bar in the October 29,1956 issue, but it is a general ad that makes no reference to Halloween.

Most candy in the 1950s, even if it was advertised for Halloween, didn’t have any special  packaging or wrapping. The first ad I’ve found for specially packaged trick-or-treat candy bar miniatures is from Curtiss, in 1960: “the goblins ‘ll get you if you don’t treat ’em right!” Mom is holding a bowl with assorted Baby Ruth and Butterfinger bars. They are “miniature” compared to regular, sure, but kids in those days were getting a “mini” about three times the size of today’s Halloween treat size!

(CORRECTION Oct 15, 2010: I have since found ads much earlier mini-bars advertised for Halloween, as this from 1951 (Hershey’s “mini,” “small size” Baby Ruth and Butterfinger [Curtiss]. Were there others in the 1950s? When did the mini size become wide spread?).

I found these pictures of some of the earliest candy packages that refer explicitly to trick-or-treat, both from the mid 1950s:

Heath halloween package 1955

This Heath package is from 1955. It is a regular 24 box of Heath bars, with a special sleeve that could be removed if the merchandise stayed on the shelf after the holiday. This kind of multi-purpose package suggests that Halloween wasn’t sending candy flying off the shelf.

halloween package 1956

This hexagonal carton is an award winning package distributed by the Sierra Candy Company in 1956. Its terribly clever: ears sick out the sides for a comic effect, while a menacing toothsome grin and googly eyes offer a peek a the candy inside.

Sources: Life Magazine courtesy of Google Books (tip: to see a larger image of the ad, click on the single page view in the Google viewer after clicking my link); Confectioners Journal Sept. 1955 p. 24, April 1956 p. 36.

October 26, 2009 at 6:50 am 9 comments


Candy: A Century of Panic and Pleasure

Welcome to Candy Professor

Candy in American Culture What is it about candy? Here you'll find the forgotten, the strange, the curious, the surprising. Our candy story, one post at a time.

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