February 2015
“Fish and Feel Fit” Mug
South Bend Bait Co.
South Bend, IN
1927 – 1942
A ceramic mug is the “Lure Of The Month”? Are you serious? Let me explain….
In the mid-1920s, the Fishing Tackle Manufacturers of America had a national contest for a new fishing slogan. They wanted to hear from the average American angler on what fishing meant to them. You were to submit your slogan and a 25 word essay on why you think your slogan should win. And, if you did win, your slogan was to be used by American companies to promote tackle made in the USA. Along with this honor, you would win a huge amount of fishing equipment from these manufacturers.
About 4,000 entries were submitted, and the slogan of “Fish and Feel Fit” was selected as the winner.
One large tackle manufacturer, South Bend Bait Co, took this campaign seriously and had a drawing made of a man with his fists raised in the air with the slogan “Fish and Feel Fit” above his head. They began putting this slogan on their catalogs and made it a focal point of all of their advertisements. While some other companies used the slogan, most stopped as the image and slogan of South Bend Bait Co become so popular, they didn’t want to be confused with their competitor.
So, this is an 80 year old ceramic mug handed out by South Bend Bait Company with their advertisement on it…proudly made in the USA. That is why I decided to recognize a company that took a contest and slogan…and made it their own.
