Mounds' original slogan was, "What a bar of candy for 5 cents!" After the war, when all candy prices had to be raised due to the out-of-control prices of the raw materials needed to make candy, the 5 cents slogan had to be changed, because it now cost 10 cents. So they began using "Indescribably Delicious" and "Honest to Goodness Chocolate."
When I was a little girl (late 50's /early 60's) living in Gary, Indiana, my father saw a contest and asked me and my brothers and sister if we could think up a name for a candy with two words. None of us wanted to participate in the contest except my father, Leon Weiss. Mr. Weiss (daddy) came up with the famous two words, 'INDESCRIBABLY DELICIOUS". He sent in the two words and shortly afterwards, he received an envelope with $10 that said he won the contest with "INDESCRIBABLY DELICIOUS". Mounds used that advertising on their candy wrappings and in their advertising for forty-some years... UNTIL my father called them and reminded them that he was the winner. He wanted to talk with them. They gave him a hard time and then changed their jingle and advertising.... actually, twice since then.
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