Today I’m pleased to share a wonderful piece of candy history that you won’t see anywhere else. It’s a sales brochure from 1973 that was sent out to candy salesmen to help them sell Leaf brand product to their retail clients. It’s a wonderful array of vintage candy goodness you won’t find anywhere else, so make the jump to check it out.
Back in the early 1970’s, before the widespread establishment of powerhouse retailers like Walmart and Target, candy salesmen (or jobbers, as they were often called) would work out of their cars and trucks and have established routes and territories. Those routes would have them regularly visiting their customers which were mom and pop grocery or variety stores. It was a time when confectionery sales was a beat-your-feet kind of job and success was typically distilled through hours or work put in on the route combined with the relationships a salesman had with the people on it.
With thousands of salesmen around the country and just as many many small routes and territories to cover, manufacturers were constantly coming up with ways to entice the retailers to buy and the salesmen to sell. One of the ways they did that was by sending out colorful brochures and flyers, along with special promotions and deals where the retailers could save and the salesmen could make more for themselves. Today’s 1973 Halloween sales brochure from Leaf is a great example of this. Let’s get to it!
You’ll notice the illustration of a kid in a completely unlicensed Superman costume. Something like that would never be allowed to happen today, but these were simpler times. This brochure unfolds and opens up into a three page gatefold view of everything that Leaf was promoting for the 1973 Halloween season.
As the brochure proclaims, Leaf’s Halloween offerings included items that were available all-year-round as well as a selection that were only offered during the season. You’ll note that none of these feature Halloween-specific packaging. I’m not sure why that might have been, as seasonal-specific packaging design was a practice used at the time. Perhaps they sought to avoid selling product to their retailers that would lose its appeal on November 1st.
Here’s a closer look at the three colorful pages of the brochure:
Note how the unlicensed Superman-costumed kid becomes some strange candy-filled headless horseman character for this final page of the brochure. Spooky stuff!
This brochure has a number of products I’ve never come across anywhere else before, so I thought they deserved closer inspection:
And last but not least, my favorite of the bunch:
I think this 1973 Leaf brochure is pretty remarkable material, especially when you realize that the images it contains might be the only evidence that these products ever existed.
The brochure also contains price lists, suggested orders, and features breakdown:
And that’s everything I’ve got to share on this amazing Leaf 1973 Halloween brochure. See you next time!
Today’s post has been part of CollectingCandy.com’s 2015 Countdown to Halloween. To check out other sites celebrating Halloween all month long, visit the official CountdownToHalloween site. For more of CollectingCandy.com’s CountdownToHalloween posts, just click here.