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16-September-2008 20:42:47 - Hadacol Old Hadacol box and bottles. Photo by Carole Salmon from Baton Rouge, Louisiana USA Old Hadacol box and bottles. Photo by Carole Salmon from Baton Rouge, Louisiana USA Hadacol was a patent medicine marketed as a vitamin supplement. Its principal attraction, however, was that it contained 12 percent alcohol listed on the tonic bottle's label as a preservative, which made it quite popular in the dry counties of the southern United States. It was the product of four-term Louisiana state Senator Dudley J. LeBlanc 1894-1971, a Democrat from Abbeville in Vermilion Parish. He was not a medical doctor, nor a registered pharmacist, but had a strong talent for self-promotion. Time Magazine once described him as ...a stem-winding salesman who knows every razzle-dazzle switch in the pitchman's trade. 1 Contents 1 Origins 2 Dosage 3 Promotion 4 The Hadacol Caravan 5 Downfall 6 Trivia 7 Influences 8 Listen to 9 References 10 External links Origins LeBlanc conceived the idea that became Hadacol in New Orleans, when he injured a foot. He asked a doctor to give him medication for pain: then he found that what the doctor gave him was a B-vitamin elixir, which he proposed to duplicate with a few changes and market it to a mass consumer market Years later, reports arose that LeBlanc offered the doctor a share of the business, who refused. On a return visit, LeBlanc allegedly stole a bottle of the medicine when the nurse had left the room. 1 LeBlanc said that his research showed that multivitamins taken collectively would yield greater results than a single vitamin for a specific problem. Dosage The label on the tonic's bottle clearly stated that the recommended dosage 1 tablespoonful taken 4 times a day was to be taken ...in a 1/2 glass of water after meals and before retiring. However, some pharmacies in dry counties were known to sell it by the shot-glass. In Northbrook, Illinois, a suburb of Chicago, sales of Hadacol were limited to liquor stores. 2 One of the tonic's unusual ingredients, Diluted Acid Hydrochloric, is what is known as a hydrochloric wash: a heavily diluted form of the acid that opens the arteries and allows the body's quicker absorption of the other ingredients, including the 12 percent alcohol preservative. Promotion Front of a 1948 Hadacol 25¢ token. LeBlanc's picture is center. Top says, LEBLANC LABORATORIES. Bottom says, LAFAYETTE, LA. The hole punched in it at the top was done at the time of redemption. Click to view large size Front of a 1948 Hadacol 25¢ token. LeBlanc's picture is center. Top says, LEBLANC LABORATORIES. Bottom says, LAFAYETTE, LA. The hole punched in it at the top was done at the time of redemption. Click to view large size Back of a 1948 Hadacol 25¢ token. The center image is a Hadacol bottle with a HADACOL banner across it. Top says, GOOD FOR 25¢ ON A BOTTLE OF HADACOL ANYWHERE. Bottom says, 1948. The hole punched in it at the top was done at the time of redemption. Click to view large size. Back of a 1948 Hadacol 25¢ token. The center image is a Hadacol bottle with a HADACOL banner across it. Top says, GOOD FOR 25¢ ON A BOTTLE OF HADACOL ANYWHERE. Bottom says, 1948. The hole punched in it at the top was done at the time of redemption. Click to view large size. LeBlanc created the name Hadacol from his former business, the Happy Day Company, maker of Happy Day Headache Powders which had been seized by the FDA and Dixie Dew Cough Syrup. Happy became HA, Days became DA, Company became CO, and his own last name LeBlanc provided the L. Hence the created named was Hadacol. 34However, when LeBlanc was asked about the name, he would often joke, Well, I hadda' call it something! A two-page advertisement for Hadacol appeared in the centerfold of the 1951 ion of Grier's Almanac, an annual publication marketed to farmers in the Southern USA. The ad's headline read in very large type: Don't Be Satisfied With Symptomatic Relief! It's Possible to RELIEVE THE CAUSE OF YOUR AILMENTS When Lack Of Vitamins B1, B2, Iron and Niacin Cause Stomach Disturbances, Gas, Heartburn, Indigestion, Nagging Aches and Pains, and Certain Nervous Disorders. The ad continued with testimonials and a glowing plug for Senator LeBlanc, stressing the curative powers of Hadacol for a number of ailments ...due to lack of Vitamins B1, B2, Iron and Niacin. LeBlanc promoted the tonic as a Dietary Supplement instead of a medicine, stating that it was ...formulated as an Aid to Nature in rebuilding the Pep, Strength and Energy of Buoyant Health when the System is deficient in the Vitamins and Minerals found in this Tonic...2 The American Medical Association was not as appreciative. In an official press release in 1951, the AMA stated, It is hoped that no doctor will be uncritical enough to join in the promotion of Hadacol. It is difficult to imagine how one could do himself or his profession greater harm from the standpoint of the abuse of the trust of a patient suffering from any condition. Hadacol is not a specific medication. It is not even a specific preventive measure. 3 LeBlanc flooded the airwaves with testimonials to the powers of the seemingly miraculous yet foul tasting brown liquid and turned the jingle called Hadacol Boogie into a popular recording. Promotional items included various flyers, signs and clocks, a Captain Hadacol comic book, an almanac, plastic thimbles printed with the Hadacol logo, glasses used for taking the diluted mixture, and a stamped metal token redeemable for 25¢ towards the purchase of any bottle of Hadacol LeBlanc brazenly placed his own portrait on the front of the token, and the trademarked logo on the back. These items, along with the Hadacol bottles and the boxes they were packaged in, are now much sought-after items, and fetch high prices among collectors of Southern memorabilia and medical quackery. In 1950, LeBlanc offered a handsome financial incentive to anyone who could provide him with a parrot that was trained to say Polly wants Hadacol! The parrot was to be exhibited at promotions. The offer included the following: The owner of such a bird, if selected, will be given a reasonable compensation on a contract basis. The owner and the parrot will travel in a limousine with the parrot's name engraved in gold on the door and will stay only at the best hotels. The parrot will be furnished a gold cage and its life insured. The parrot will visit large drugstores, perform at conventions, etc., and may be presented on radio and television. The Le Blanc Corporation has a triple A high cr rating.5 The Hadacol Caravan LeBlanc was an entrepreneur in other areas too, but it is Hadacol that made him famous outside Louisiana. For his Hadacol Caravan touring shows the last of the big-time medicine shows, LeBlanc brought in Hollywood celebrities, including such luminaries as Milton Berle, Lucille Ball, Mickey Rooney, Bob Hope, Cesar Romero, Dorothy Lamour, Carmen Miranda, Minnie Pearl, George Burns and Gracie Allen, Judy Garland, Jack Dempsey, Chico Marx, Hank Williams and Jimmy Cagney to help him market the product. He also sponsored a separate touring show featuring notable Jazz and Blues musicians to attract black customers. Admission to the Hadacol gala was two Hadacol boxtops for adults, one for children. Considering that the 8 ounce bottle cost $1.25 and the family size 24 ounce bottle cost $3.50 each during the late 1940s, this was not cheap Readjusted for inflation, the prices would be around $10 and $30 in 2007. Sales of the tonic at the shows was brisk. According to musician Weldon Big Bill Lister, who performed in the Hadacol Caravan, The only way you could get into that show was with a Hadacol boxtop, And believe me, we played to crowds of ten, twelve thousand people a night. Back in those days there wasn't many auditoriums that would hold that many people. We played ball parks, race tracks - you know anywhere where they had enough big bleachers to handle those kind of crowds. The final show was on 17 September 1951.4 Downfall In a 15-month period ending in March 1951, LeBlanc sold more than $3,600,000 worth of the tonic. In another six months, after LeBlanc sold his interest of the LeBlanc Corporation Hadacol's parent company to investors for $8,200,000 5 6, the enterprise collapsed under the weight of debtors. It was discovered all too late that LeBlanc was spending more for advertising by that point than he was taking in as receipts turning its $3,600,000 profit into a $1,800,000 second-quarter loss, had concealed both $2,000,000 in unpaid bills and a $656,151 tax debt, and another $2,000,000, listed in the ledgers as Accounts Receivable, were cases of the tonic out on consignment, much of which was being shipped back 7. In an official court statement, the Federal Trade Commission stated that the publicity behind the tonic was false, misleading and deceptive in representing the nostrum as an effective treatment and cure for scores of ailments and diseases. The ensuing bad publicity played a contributing factor to LeBlanc losing a Gubernatorial election, and effectively halted his future chances for Governor of Louisiana. Martin Gardner's In the Name of Science 1952 mentions an interview that LeBlanc gave on Groucho Marx's radio program: When Groucho asked him what Hadacol was good for, LeBlanc gave an answer of startling honesty. It was good, the senator said, for five and a half million for me last year. Today, the name Hadacol has become synonymous with any panaceas or cure-alls of dubious origin. Trivia A capsule version of Hadacol was briefly produced, consisting solely of a B-Vitamin and mineral mixture. In 1954, after the Hadacol fiasco, LeBlanc tried to re-enter the patent medicine market with a lemon flavored non-alcoholic vitamin tonic named Kary-On. 8 Unlike Hadacol, it quickly vanished from production. Radio monologuist Jean Shepherd devoted much of his 18 October 1974 WOR broadcast to a description of Hadacol and the Hadacol Caravan. In 1976, Hadacol Multi-vitamins were distributed by the Atlanta, Georgia based Hadacol Corporation in an unsuccessful attempt to revive the brand name. Paul Schrader wrote an as of yet unproduced script entitled Eight Scenes from the Life of Hank Wlliams. It includes a sequence on his performances with the Hadacol Caravan. 9 Influences Hadacol was the subject of several Country, RB and Cajun tunes of the time, such as Hadacol Boogie which was covered by a number of musical acts notably Bill Nettles and His Dixie Blue Boys and, more recently, Jerry Lee Lewis, Hadacol That's All by the Treniers, Hadacol Bounce,written and recorded by Bill Nettles was performed also by Professor Longhair, Drinkin' Hadacol by Little Willie Littlefield, Everybody Loves That Hadacol by Tiny Hill and His Orchestra, Valse de Hadacol Hadacol Waltz by Cajun musician/composer Harry Choates and Hadacol Corners by Slim Willet the B-Side of the recording was the soon-to-be classic Don't Let the Stars Get In Your Eyes. In the late 1990s, the American Country rock band Big Iron, seeking a more Country themed image, changed the band's name to Hadacol 10. The cover of their 1999 debut CD, Better Than This, is based on the label used on the tonic bottles. In 1948, Blues pianist Elmore Elmo Nixon made his debut as a front man when he recorded two songs under the name Elmore Nix and the Hadacol Boys. 11 12 In 2005, Brent Green created an animated short entitled Hadacol Christmas. The animator describes the thread-bare 12 minute film this way: Santa Claus invents Christmas with a belly full of cough syrup and a head full of dying crows. 13. Mr. Green posted the film on YouTube in two parts Part 1 Part 2. The town of Midkiff, in Upton County, Texas was supposedly to have been named Hadacol Corner, but the U.S. Postal Service objected to the name presumably on the grounds of a registered brand name being used for the name of a town 14 15. Hadacol Boogie was covered in 2006 on Jerry Lee Lewis' Last Man Standing album. Jerry Lee was joined on the cut by the bluesman Buddy Guy, also a native of Louisiana. Listen to Valse de Hadacol by Leroy Happy Fats LeBlanc no relation to Dudley LeBlanc at Cajun Music mp3 References ^ Young, James Harvey. Medicine show impresario. Hosted at Quackwatch. An excerpt from Young's printed book: 1992 The Medical Messiahs: A social history of health quackery in twentieth-century America. Princeton University Press. ISBN 0691005796. ^ Chicago Tribune, Mar. 28, 1951 ^ Chicago Tribune, 18 February, 1951 ^ Newsweek 37: p. 33, 16 April 1951 ^ Pampered parrot, Time Magazine, 9 October 1950, http://www.time.com/time/magazine/article/0,9171,935478,00.html External links Hadacol bottle and packaging Dudley J. LeBlanc obituary, Baton Rouge Morning Advocate, October 23, 1971 Biographical page on LeBlanc. Contains several Hadacol related photos. Hadacol: Happiness or Hoax in a Bottle?. Bob Cox's Yesteryear. Retrieved on 2007-02-13. Alford, Jeremy 13 December 2006, Dudley LeBlanc and the Hadacol Boogie, The Independent Weekly, http://www.theind.com/cover2.asp?CID=1231528333 50 Years of Display Advertising from Pediatrics Magazine July 1998 Contains reference to Hadacol's only ad in that publication. Hadacol Hangover, Time Magazine, 15 October 1951, http://www.time.com/time/magazine/article/0,9171,815564,00.html Bad Science: The Hadacol Boogie Biography of Big Bill Lister - Musician who played in the Hadacol Caravan Retrieved from http://en..org/wiki/Hadacol Categories: History of medicine | Dietary supplements | Patent medicines | Louisiana politicians Views Article Discussion this page History Personal tools Log in / create account Navigation Main page Contents Featured content Current events Random article Search Go Search Interaction Community portal Recent changes Contact Donate to Help Toolbox What links here Related changes Upload file Special pages Printable version Permanent link Cite this page This page was last modified on 16 July 2008, at 06:5
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