March 21, 2006

What's the (package) deal?

So the other day I bought myself a KitKat from the vending machine at work. Not a traditional KitKat, with the four skinny little stuck-together chocolate-covered wafer sticks; but a single giant, distended KitKat enlarged to monstrous proportions, perhaps as a result of an accident with gamma rays.

Their hulking mutatedness aside, I am actually fond of the oversize KitKat bars, which used to be packaged like this. Now, "KitKat BigKat" seemed like a reasonable enough name, given the fact that the candy bar was a KitKat, but, you know, bigger...but I guess sales weren't good enough, because they have since changed the packaging to this:


The thing I love about this is the asterisk. "Twice the crisp!* *as regular Kit Kat." My first reaction to this was to think, huh -- I didn't realize crispness could be measured so precisely. Then I read more closely. It doesn't say twice the crispness; it says twice the crisp. So I think what they're trying to say is that a regular KitKat has three layers of crisp, and a big KitKat has six. The wafers themselves are not crispier...there are just more of them. Hence, extra crispy. Quantity trumps quality once again.

Posted by Francis at 01:30 AM

When I hear "Extra Crispy," all I can think of is KFC. I think that association would ruin the Kit Kat experience for me.

(And sorry if my comment yesterday rattled your self-confidence as an artist.)

Posted by: John at March 21, 2006 01:42 AM

Actually, the KK Big Kat and the KK Extra Crispy are two different animals. As evidenced by the fact that one of them is good and the other sucks.

Posted by: David. at March 21, 2006 07:54 AM

Really? I couldn't tell any difference between them, but it's been a while since I had the Big Kat.

Posted by: Francis at March 21, 2006 07:55 AM

Just like a six-blade razor would have "Twice the Sharp!" of a three-blade razor. If Schick comes out with this in an ad campaign (I think it's their turn to up the ante), I'm gonna insist on royalties.

I'll be more impressed by the Big Kat if they get Roy Horn of Siegfried and Roy to endorse it.

Posted by: RichM at March 21, 2006 09:45 AM

What, no one at the chocolate factory thought of naming it "Kit Kit Kat Kat...TWO times the candy bar!"

I should have been in advertising....

Posted by: Mona Buonanotte at March 21, 2006 03:20 PM

But the Kit Kat people still aren't serving my demographic—the people who would like 25% more of the creamy cocoa filling between the crisps. Let me know when Twice the Cream!* is introduced, Francis.

Posted by: Orange at March 22, 2006 12:51 AM

"Quantity trumps quality once again." Maybe you've heard of the Steinbeck Center in Salinas, CA and its recent push to gather (& publish?)10,000 poems. ANY collection of words will do, any language, any form -- or none. Transcriptions from babbling 2-year olds preferred.

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