"Old 7, the Baffler" was the mascot for Sterling Gum in 1914.  The gum was touted as possessing a "seven point mystery."  The first six points of the mystery were revealed in ads, but not the seventh, which was to be discovered by the gum chewer.  "He's a sly one, Old Seven.  He's the most elusive thing in town."  (We thought at first that Old 7 was perhaps a bell, but it's actually a silk hat.)