This was the product Micah grabbed out of the backpack. Here's the copy from the bag:
"Deep rich chocolate, exquisite cookies. Ahh, yes. The Milano cookie. You've chosen a classic. Simple. Elegant. The perfect balance of two exquisite cookies embracing a layer of luxuriously rich, dark chocolate. A true masterpiece. There's a whole world of Pepperidge Farm cookie temptations out there - reward all your senses. The Art of the Cookie: Begin with a baker's soul. Seek the finest ingredients. Explore nature's infinite variety of flavors and textures - sweet, crunchy, rich - oh, and chocolate. Entertain inspirations. Embrace decadent cravings. Reward yourself. Open. Taste. Delight. Baked with no artificial flavors or preservatives (just one more reason why they're so good). Product of USA."
Every word and phrase (with the exception of the last sentence) is filled with inflated hyperbole, and dripping with decadence, so much so that it was impossible for any of us three Mooks to read through it with a straight face.
Bloviated drivel aside, I carefully examined the packaging and arrived at two comments on seemingly oxymoronic design decisions and one suggestion:
1. When Micah pulled the cookies out of the backpack, the shape and color of the package looked like a bag of Goldfish crackers. These snack crackers are also made by Pepperidge Farms but I believe cater to a younger demographic more concerned with shoveling handfuls of salty snacks than daintily tasting fine cultured European baked goods. Change the bag and solve the confusion.
2. The Pepperidge Farms logo clashes with the elevated nature of the rest of the package from the words to the font. Dress up the logo for the classy Milano cookie bag.
3. I suggested that changing the inside foil color from silver to gold might make the product seem more expensive, but Brandon's challenge was that the highly reflective quality of the silver foil heightens the visual appeal of the cookies when the consumer looks into the bag: "Hey look! You got a bunch more cookies in there!"
