This is a vintage advertising pamphlet for d-CON rodenticide, dating back to the 1950s, a period when pest control was becoming increasingly sophisticated thanks to scientific advancements. The pamphlet promotes d-CON rat and mouse poison, highlighting its key ingredients: Warfarin and LUREX. Warfarin, prominently featured, is described as a groundbreaking discovery from the University of Wisconsin, underscoring the scientific backing behind the product's efficacy in eliminating rodents through internal hemorrhaging. The pamphlet showcases three d-CON products: MOUSE-PRUFE, Ready-Mix with LUREX, and Concentrate with LUREX. The d-CON Company, based at 112 E. Walton St. in Chicago, Illinois, is identified as the purveyor of these solutions. The text employs a distinctive wartime rhetoric, framing the control of rodents as a "War Against Rats and Mice," and encouraging readers to "Be A Profiteer" in this battle. The advertising strategy emphasized d-CON's extensive reach, boasting commercials broadcast "from coast to coast." The pamphlet cites advertisements across "55 Leading Magazines," "625 Newspapers," and "510 Radio Stations," accompanied by an image of a radio tower to emphasize media penetration. The inclusion of LIFE Magazine among the advertised publications helps to contextualize the pamphlet's age, suggesting it was produced no later than the 1970s, if not earlier. The repeated emphasis on "Warfarin with LUREX" and "BIG PROFITS" reinforces the marketing message. The back of the pamphlet proclaims "The whole world knows about d-CON!" It reiterates the significance of the Warfarin and LUREX formula and the University of Wisconsin's role in its development, underlining the scientific credibility of the product. The pamphlet also mentions editorials in leading magazines and the broad coverage of d-CON commercials via radio, emphasizing its status as the only nationally advertised rodenticide with LUREX and Warfarin. This vintage d-CON pamphlet is a collectible piece of ephemera for those interested in the history of advertising, pest control, and scientific innovation. It offers a snapshot of mid-20th-century marketing techniques and the public's perception of rodent control. Condition-wise, the pamphlet shows yellowing likely due to age. The printed images remain largely intact and legible, but there is a rip in the corner of the back image, as shown in the photographs.