Small Counter Displays
c. 1926-27
These unique display cards are very small each featuring a specific piece of South Bend tackle. Featuring the Dart Oreno, Anti-back Lash Reel, Bass-Oreno, and Locking Joint Steel Rods. The content and for the most part the graphic shown of each card can be linked to excerpts from the catalogs of that era. Rare.
In 1927 South Bend introduced the phrase "Fish and Feel Fit". To drive home the point South Bend committed a full page write up in their 1927 catalog to the Fish and Feel Fit slogan. An excerpt from that print reads, "Fishing brings a man closer to nature and his God than any other means of recreation and develops a mind that is clean, wholesome and healthy. Fishing creates a love of nature, which in turn means love of country, and no person could possess a greater gift than love of country. It is the foundation of true Americanism. Health, cleanliness and satisfaction accompanies angling, which brings about better citizenship and the realization of the phrase "Fish and Feel Fit.” (see page copy for full text).
As part of the new slogan, South Bend introduced the graphics displayed by this counter display. Stunning, eye catching and large, this display is 5 panels with cut outs around the fish at the hinge points thus making quite a statement when seen by the customer.
And for the rest of the “Fish and Feel Fit” story, see write up by Dr. Todd Larson July 5, 2007 titled, "THE TRUE ORIGINS OF SOUTH BEND'S "FISH AND FEEL FIT" CAMPAIGN"
Little is known about this picture and few are known to exist though they occasionally show up
without any background. The 1930 catalog is full of pictures and letters/statement from satisfied customers regarding various
baits being promoted, etc. It could be that this picture is from one of those customers or from one of the many photo contest
held by South Bend. Regardless, South Bend was apparently so moved by the picture that it made their catalog cover for
1930 and 1931. The writing in the upper right corner states, "What Beauties! South Bend Tackle Caught 'Em". Rare
Pike-Oreno Display
c. 1931
Introduced as the companion to the world famous Bass Oreno, the NEW Pike Oreno first appeared in the 1931 trade catalog. As part of the roll out, South Bend committed two full pages to NEW Pike Oreno introduction. Very small in size this is the only known example of this intriguing counter display. Very Rare
Black Oreno - Upleaping Bass Display
c. 1924
This product line with the upleaping bass graphics shown in the display spool are first seen in the 1924 trade catalog. It is during this period that South Bend landed on the Oreno tag line. From the catalog the follow excerpt reflects the reasoning for using "Oreno" on all products. "The name Oreno really had its derivation from the expression "peach-oreno." In searching their minds for a name suitable for the now famous Bass-Oreno, one member of a group said: "It's a d…. shame we can’t hit upon a name that'll fit such a peach-oreno of a bait.” The instant the words "peach-oreno'' were uttered someone remarked, "Why not Bass-Oreno?" And from then on the name Oreno grew and grew, until today there are few anglers who do not associate it immediately with "South Bend Bait.". Holding true to the Oreno marketing concept, this very small counter was used to market their Black Oreno line of silk gut fishing lines. Rare
Black Oreno - Orange Spool
c. 1938
This display marks the spool label transition to the wording being stacked, generally associated with an
orange wood spool. Introduction of "Universally Accepted" tag line occurs as part of the product line. Another very small
display. Rare
Various Displays
A couple of group pics for size reference of the displays noted above as "small".
New No. 1250 Casting Reel
c. 1935
Introduced in 1935 the No. 1250 was branded as, "The finest reel we've ever designed". The graphics in this display tie nicely into the catalog write up on this reel. "To appreciate the excellence of this new model hold it in your hand and give the handle a “spin”." Small counter display. Rare
