April 25, 2012
The 1971 ad for two discontinued Tootsie Roll products (Tootsie Tots & Tootsie Jesters ad from Gregg Koenig’s Flickr Photostream) reminded me that I’d been seeing more mouth-shaped window on packages lately. Maybe now’s a good time for another round up.
Most of it’s food packaging, of course, but not all. As previously observed, when gaping mouths appear on packaging, they are not human mouths.
But seeing them all together, what’s really notable is that they are all illustrations. No photography.
I always liked the simplicity of seeing the product through a mouth-shaped window. As a consumer you’re invited to identify with the character (animal, monster, etc.) and imagine that product in your mouth.
There are also packages that open in mouth-like ways to dispense the product, but however clever these solutions, unless you’re a baby bird, there’s something off-putting about the idea of taking food from another mouth.
Preston Grubbs (whose Spherical-Wedge Juice Packs we looked at last month) connects a chain of three boxes to form a puppet-like “S’mores” kit, in which the upper and lower boxes form a monster character’s mouth and the middle box serves as a sort of “serving suggestion.”
Dental Distortion’s “FX Dentasl Appliances” come in a clamshell pack, whose insert has a mouth shaped window.Randy Ludacer