One of the great Lovemarks of all time has to be Toll House chocolate chip cookies. This mark passes every test. Intimacy - always baked by the customer and evoke a time of wholesome goodness and childhood wonderment. Sensuality - There are few things more appealing than the smell of baking Toll House Cookies or the taste and feel of fresh-baked Toll House Cookies. Emotional Connection - The childhood experience of baking Toll House Cookies with Mom (or Grandma), licking the bowl or beaters, waiting (seemingly) forever until they were baked and cooled... Fighting: with your sibling over who got to lick the bowl and beaters. Fleeing: Toll House Cookies are one of the great comfort foods, so just flee into your favorite chair and be comforted. Belongs to the Customer - baked right in your own oven, how could you own it any more?
Velveeta has everything Lovemarks demand... and more... Mysterious? Only two or three of Kraft's Master Cheesemakers know the recipe; and while the recipe is not fixed, the taste always is. Whether eaten between 2 slices of white bread, served in a grilled cheese sandwich, or melted on top of that most iconic of childhood comfort foods - macaroni and cheese - Velveeta seems to have been around forever. The aroma and taste are unique. Though Velveeta would not be considered great cheese in France or Italy, or even Britain, it is certainly part of the collective American memory of a safe and happy childhood.
Running home after school and grabbing a cheese sandwich for some quick energy before running back out to play; or sitting down to a 'mac & cheese' dinner with Mom & Dad; Velveeta defined a nation and transcended generations.
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Be comforted
Toll House cookies
21 January 2004
One of the great Lovemarks of all time has to be Toll House chocolate chip cookies. This mark passes every test. Intimacy - always baked by the customer and evoke a time of wholesome goodness and childhood wonderment. Sensuality - There are few things more appealing than the smell of baking Toll House Cookies or the taste and feel of fresh-baked Toll House Cookies. Emotional Connection - The childhood experience of baking Toll House Cookies with Mom (or Grandma), licking the bowl or beaters, waiting (seemingly) forever until they were baked and cooled... Fighting: with your sibling over who got to lick the bowl and beaters. Fleeing: Toll House Cookies are one of the great comfort foods, so just flee into your favorite chair and be comforted. Belongs to the Customer - baked right in your own oven, how could you own it any more?
Part of the collective memory
Kraft
02 May 2004
Velveeta has everything Lovemarks demand... and more... Mysterious? Only two or three of Kraft's Master Cheesemakers know the recipe; and while the recipe is not fixed, the taste always is. Whether eaten between 2 slices of white bread, served in a grilled cheese sandwich, or melted on top of that most iconic of childhood comfort foods - macaroni and cheese - Velveeta seems to have been around forever. The aroma and taste are unique. Though Velveeta would not be considered great cheese in France or Italy, or even Britain, it is certainly part of the collective American memory of a safe and happy childhood. Running home after school and grabbing a cheese sandwich for some quick energy before running back out to play; or sitting down to a 'mac & cheese' dinner with Mom & Dad; Velveeta defined a nation and transcended generations.