Wild Land

It’s a comfort to know that the contents of one of our brands of milk is packaged in fresh surroundings.

I couldn’t help but ponder on this fact as I opened a plastic bottle of Anchor “trim” milk while making a dish of tea the other morning.

“Sealed in freshness” was stencilled in capital letters on the green plastic cap.

I mused on what the “freshness” implied about the environment in which the bottle was sealed. I built up an image of Moovin, Anchor’s bottle-capping robot standing in front of a converyor belt humming to himself as he licked little round seals, plonked them atop each bottle and then screwed a pretty green cap into place. The work area was bathed in a surreal golden glow, work surfaces sparkled in their cleanliness, little butterflies fluttered about, the heady perfume of the cabbage tree in flower wafted about, while gentle moos from the contributors of the milk could be heard wafting in on the warm breeze coming through a nearby window.

Sigh. I briefly forgot the battle that had ensued when attempting to extract the contents of these new bottles when they were launched a few months ago. The card and foil seals stuck to the top of the bottle with such tenacity that a pneumatic drill nearly became a regular addition to the kitchen tool collection. Perhaps Moovin’s “fresh” environment has made him happier, and he is applying less force when sealing each bottle.

I think Anchor’s marketing department intended to say –
Sealed-in freshness.

This entry was posted on Tuesday, December 26th, 2006 at 11:14 pm and is filed under What Means This?. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.