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Genius At Work

Published on .

Warning, contains nuttiness: Ads get all the attention in this magazine, but how about the fine copywriting on the packaging of various kinds of consumer products? Shouldn't there be a Gold Award for best message found found on a bag of potato chips? Like the one on a bag of Fritos that said, "You could be a winner! Details inside! No purchase necessary!" Now that's creative, people!

There's something about snackfoods, especially nuts, that just inspires the very best in the genre. Such as these words of caution on a pack of Sainsbury's peanuts: "Warning: Contains nuts." Or these instructions on the handful of peanuts that passes for a mini meal on American Airlines flights: "Open packet. Eat nuts." A very good effort, but not a Gold winner because the crucial step in the middle, "Insert nuts into open mouth," was sadly omitted.

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