Rebel's ad for their Fishin' Box, a box that could hold a little of everything. Photo Bass News 1977.

Rebel has been one of the biggest bait companies since George Perrin decided to move from making household products to knocking off the Rapala Minnow in 1962.  From that start, he amassed an empire that not only made hard baits but tackle boxes, plastic worms, spinnerbaits, and even bass boats.  Today in Rebel Advertisements 1977, we’re going to look at some of the ads I found in the various bass magazines from that year.

In 1977 Rebel was in full swing producing nearly everything the bass angler would need.  But its bread and butter were hard baits.  What started with the Amazing Minnow in the early 1960s blossomed into a line of crankbaits, topwater baits, and spinnerbaits.

For this piece I scanned the 1977 magazines I have.  American Angler, Bassmaster, National Bassman, The Lunker Hole, American Bass Fisherman, Pro Bass, and Bass News.  From those magazines I was able to find the eight Rebel ads in this post.  Many of them were duplicated throughout the different magazines and Rebel had at least one ad in each issue I looked through.

Their ad campaign this year didn’t seem to concentrate on one thing.  Instead, in all the different publications they spread out their products.  Tackle Boxes, hardbaits, and of course their new Rebel “CT” Ringworm.  So, we’re going to cover them in that fashion starting with tackle boxes.

First off, in the lead-in ad, Rebel was introducing their new Fishin’ Box.  This versatile box could hold every type of bait you could imagine.  There were hangers for spinnerbaits and crankbaits, slots for worms, sinkers and hooks, and if you arranged it right, you could even put an extra reel in the thing.  For the non-boater of the day, two of these boxes could get you through a weekend tournament, no problem.

The interesting thing about this box was it was the reason Plano came out with the Magnum 1234 and 767 boxes.  Rebel struck a chord with anglers with this compact versatile box and Plano had to take note.

Rebel's ad for their Bass'n Box, a box that was to compete with the Plano Magnums. Photo National Bassman 1977.
Rebel's ad for their line of tackle boxes for 1997. Photo Bassmaster Magazine 1977.

From the Fishin’ Box they also introduced the new, improved Bass’n Box in two sizes.  Unlike the Fishin’ Box, these boxes were made to compete with the Plano 1123 and 1146 Magnum boxes.  They were great little boxes, but the latches had a short lifespan.  Shorter than the hinge problem on the Plano Magnums.

The final box they were touting was the Excaliber 800 Series box.  This box was a standard tackle box with foldout trays, meant for the average angler.

Let’s move on to hardbaits.

The first ad I found was thumbing through a Bass News magazine.  It was a pitiful ad, showing a mounted bass chasing a Rebel’s New Jumpin’ Minnow.  I do have to say, Bass News was printed in all black and white, which may take away from the ad if was produced in color.  Still, I’ve never been a fan of using a mount for an ad in this manner.  Just looks cheap to me.

Rebel's ad for their New Jumpin' Minnow. Photo Bass News 1977.
Rebel's ad for their Super-R crankbait. Photo Bassmaster Magazine 1977.
Rebel's ad for their Maxi-R and Super-R crankbaits. Photo Bassmaster Magazine 1977.
Rebel's ad for their tournament winning baits. Photo National Bassman 1977.

The next ad featured an empty stringer and a doctor’s prescription for some Rebel Super-Rs.  Rebel’s solution to “Empty-Stringeritis” was to use the Super-R on brushpiles, stick-ups, and drop-offs.  If you did this, your symptoms would surely go away.

Next on the Rebel ad campaign was an impressive ad featuring a Mr. and Mrs. Hengle with a 20-fish double limit that weighed 148.23 pounds.  The fish came from West Lake Toho and supposedly set some sort of record.  They said it was certified but not who certified it.  They caught the fish off of Rebel Deep Maxi-Rs and Super-Rs consecutively.  I’m not sure if that is 20 consecutive casts or what.  Still it’s an impressive string of fish.

The final crankbait ad in the lot was an ad that ran in one for or another for a few years.  In this version, Rebel says that 29 of the top 32 places at the 350-entry Arkansas Bass Association tournament used Rebels.  They did this style of ad for the Classic a couple times.

Finally, their last ad featured Rebel’s new “CT” Ringworm.  Although they were not known for making soft plastics, with the introduction of the Ringworm in 1975, they had a winner.  The Ring Worm became all the rage shortly after its introduction.  What was next?  Use the momentum of the original and add a curt tail to it.  It wasn’t long before this version outsold the original.

Rebel's ad for their New "CT" Rebel Ringworm. Photo National Bassman 1977.

Well, that’s about all I have for the 1977 ads that Rebel placed.  If you’re interested in seeing more early Rebel catalogs, here are a couple of links.

Rebel 1974-75

Rebel Lures Catalog 1975/76

Rebel 1983