I came across a brand of cookies at the supermarket that cost twice as much as usual and came in a rustic looking box with hand-drawn illustrations -- like it was meant to give you an impression everything was wholesomely, painstakingly handmade from scratch and worth the money. I picked up the butter cinnamon ones and the cookies were in the shape of butterflies and the box helpfully pointed out that no two looked quite alike, to reinforce that they were handmade, I suppose. The helpful background text tried to set the mood, telling you to imagine you were in the woods, and that there was an English cottage at the edge of it and how lovely baking smells were coming out of the chimney. Ah, traditional English biscuits, I thought, turned the package over and found that they were made in the US of A. Geographically confused now, I put the box back on the shelf.
But it stayed in my head so much so that I googled it when I got home. They're almost as fanciful in cyberspace. Only on the site, they threw out the English cottage idea and this time, they tell you to picture a lake with water so clear that you couldn't see how deep it was. From my diving experience, you can see exactly how deep it is in clear water, it's silty water where you can't see a thing, let alone the bottom to know how deep it is.
Or maybe the whole point of the fanciful background is to firmly entrench the brand in your memory. It must have worked. I laughed at it too much to buy it and now I still remember it to laugh at it some more. And I still don't know if it tastes any good. And by now, I'm sorely tempted to get it the next time I'm at the supermarket. I might as well now, I suppose.
Damn, that fanciful marketing worked.