Return of the Undead Brand
Have you heard? Left for dead, consigned to the dustbin of history, gone and more or less forgotten, a familiar name has suddenly re-emerged, thrilling longtime fans who thought it was all over; that the fat lady had not only sung, but had packed up her sheet music, hailed a cab, and dived headfirst into a vat of chocolate mousse.
No, not Hillary Clinton, who hasn't (and may never) go away. Not the Tampa Bay Devil Rays, who after being the feel-good baseball story of the past couple of months are in the midst of a bickering downward spiral (and yes, I know they're technically just "The Rays" now, but I still call that other team the "California Angels," so sue me). And certainly not Big Brown, who answered the Triple Crown question "What can brown do for you?" with a resounding, "Umm, not much" at the Belmont.
I am, in fact, speaking of the long-moribund Hydrox cookie, which Kellogg's recently announced will be returning "for a limited time" in August.
This news may not be sufficiently electrifying for some of you, but if you hunt around on the Internet you'll find that the now 100-year-old sandwich cookie has legions of dedicated, somewhat wild-eyed fans. And to those who think the Hydrox is simply a rip-off of the Oreo, know this: the Hydrox debuted in 1908, a full four years before Nabisco unveiled the Oreo.
The Hydrox is notable for being less sweet but more chocolatey than the Oreo: a minor distinction for some, but not for the true believers, of which noted fantasy writer Harlan Ellison is one. Ellison, the subject of a new entertaining documentary called Dreams with Sharp Teeth, once decried the Oreo's "corpse-white adhesive … diabetes-inducing spackling compound” filling. After trying an Oreo, he wrote, “I spat it out, washed my mouth with 20 Mule Team Borax, dropped to my knees before the altar of Sunshine Hydrox and swore that lips that touch Oreo would never touch mine. (Okay, okay, no one’s perfect. I’ve made a few exceptions. A guy can’t be entirely celibate.)”
This, ladies and gentlemen, is a man who likes his Hydroces.
This got me to wondering if there are other gone-but-not-forgotten brands that our readers would like to see return, even if only for a "limited time." Anything that brings back childhood memories, or takes you back to those wonderful days of yore?
I'll start us off with Guns N' Roses, whose album Chinese Democracy has been in the works for some 13 years. Not because I'm such a fan, but because Dr. Pepper has promised everyone in the U.S. a free can of soda if the album comes out before Dec. 31. That's a campaign I can get behind.
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Thanks for very interesting article. I really enjoyed reading all of your posts. It’s interesting to read ideas, and observations from someone else’s point of view… makes you think more.
One of my favorite "destinations" in New York is Dylan's Candy Bar on Third Aveue and 60th Street. It's two floors of sweet bliss--and a haven for candy lovers who thought their favorites from days gone by were gone forever. You can still find such oldies as Sugar Babies, candy cigarettes, Bit 'O Honey, and more.
Seems like the good old days are never really gone...