![]() ![]() "That seems like work," my wife said, dubiously. I floated the idea of keeping them, and just refilling from the new, blanker boxes. Sighing, we stocked up on a few of the old boxes. SLEEPYTIME TEA BEAR PLUSThat's the idea behind brand extension: try to use a name you love to leverage you into buying something you don't want, plus a ploy to block out more shelf space at supermarkets. A glimpse online shows all sorts of even more rococo Sleepytime permutations: Sleepytime Echniacea Complete Care and Sleepytime Decaf Berry Pomegranate and Sleepytime Sinus Soother. ![]() It is now "Classic Sleepytime" to differentiate from all the other brand extensions, vanilla (bleh) and peach (double bleh) and honey (for those too busy to dip a spoon in actual honey and put it in the damn tea ourselves).Ĭelestial Seasonings must have known people would be dubious, because "Fresh New Look" is flagged in red on the upper left of the box to tip you off that you aren't hallucinating, and aren't buying little paper baglets of chemicals, but the same blend of chamomile and spearmint, lemongrass and tilia flowers, blackberry leaves and orange blossoms that made up the herbal tea (but no actual tea, as my family learned when we toured the Celestial Seasonings plant in Boulder, for the simple reason there isn't any tea in it).Įxcept if you buy "Sleepytime Extra," which contains Valerian root, a folk sedative. The new boxes are less cluttered, the word "Sleepytime" and the bear bigger, shorn of extraneous imagery. ![]()
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