The Vanilla Stretcher

[alt-text]

The ad primarily consists of white text on a plain black background. The company’s logo includes an oval frame with the words “Quality in Flavor” “Since 1835” along the perimeter and a woman in the center. 

[Transcription]

The Vanilla Stretcher

We're big in top quality pure vanillas. But when costs get out-of-hand, we feel it makes sense for us to help make your supplies of vanilla extract go further.

Consider VANEXTENDER “C," the vanilla stretcher. VANEXTENDER "C" is a natural, non-vanilla flavor. It partially or totally replaces vanilla extract in bakery products, beverages, candy, yogurt and many other foods in which vanilla is employed as a primary or background flavor.

For samples and technical literature on VANEXTENDER "C, please write or call us.

Virginia Dare. For all your flavor needs. 

Extract CO., INC. 

882 Third Ave., Brooklyn, N.Y. 11232

Phone (212) 788-1776

Cable: VADARE, NEW YORK

Telex: 42 5707

(Our International Division invites inquiries.)

[additional notes]

What first puzzled me about this ad was the contradiction of a brand, Virginia Dare, well known for the production of vanilla flavors selling a low-cost alternative to a well-known product. This is a key marketing strategy for the company since as production costs go up, manufacturers might be less likely to purchase their vanilla extract products. To get ahead of this shift, Virginia Dare, produced and advertised an alternative to pure vanilla flavor.