Dear Martin,
I'm glad my comment from your "Rituals in Branding" question was a
useful contribution for your book.
http://answers.google.com/answers/threadview?id=288562
How to eat a Mallomar:
?There are many ways to eat a Mallomar, but only three are officially
sanctioned for international competition: biting off the marshmallow
part and saving the graham cracker for last (superior method); biting
off the graham cracker and saving the marshmallow part for last
(dorsal method); and biting into the cookie like regular food
(lateral, or "standard," method). I am something of a Mallomar
dullard. I use the standard method. But I should add that I employ
wilder scenarios for both Oreos and Vienna Fingers (breaking them
open, eating the half with no delicious cream, then either scraping
off the delicious cream with my front teeth or, if rushed, simply
eating the other half),?
http://archive.salon.com/mwt/sust/2001/02/27/mallomars/
Eating Instructions:
MALLOMAR: Pick off chocolate coating. Suck out marshmallow middle.
Pop graham wafer in mouth
http://groups.yahoo.com/group/gluttonyunlimited/message/325
Mallomars are seasonal.
The Mallowmar is not available during the summer months because the
chocolate would supposedly melt during shipping. Nabisco the company
that makes this cookie says it can only offer the Mallomar from early
October through April.
?So every September, publicists for Nabisco wisely distribute case
upon case of fresh Mallomars to editors around the country.
Subsequently, media coverage of the return of the Mallomars runs the
full journalistic gamut from the cliché (?They?re ba-a-a-a-ck!?) to
the giddy (?The Mallomars are back!?) to apoplectic (?They?re the best
cookie in the world!?).?
?In this case, the media is the message: Every October, you?the cookie
consumer?are expected to play the role of the loving, arduous suitor
(and fork over close to $4 for a box). And every April, you?re
supposed to shed a tear at the departure of the Mallomar and promise
not to see other cookies until October comes around again.?
Newsweek article by Gersh Kuntzman
http://gershkuntzman.homestead.com/files/The_Cookie_Crumbles.htm
Mallomars website
http://web.archive.org/web/20000510064513/http://www.nabiscoworld.com/Mallomars/Default.htm
Thanks again,
Bobbie |
