I remember when the ice cream above first came out.
It was 1982 and it was like nothing I’d ever seen before.
For a start it was sold as a lump of ice cream.
Oh no, Viennetta was a ‘dessert-cake’ … a blend of sophistication and excellence, crafted by experts for the most special of occasions.
I wanted to try it soooooo badly, but I remember having to wait an age before I could … but as it was light years from any other ice cream I’d ever had, when I finally got it in my gob, it absolutely lived up to the anticipation.
38 years later, and I know this ‘sophisticated dessert cake’ is only £1 at the local Co-op – which means it’s about as sophisticated as an episode of Tipping Point – however it still feels like I’m having a very, very special ice-cream experience whenever I have one. Which isn’t often because somehow, I still think it is only for rare occasions of celebration.
What’s interesting is that when I had it, I posted a photo on instagram and the response was of equal adoration.
And then people went into celebrating other low-rent, mainstream shite we thought was the height of sophistication.
Like After Eight Mints.
Or Ice Magic … the sauce you poured on to your shitty Asda vanilla ice cream [or Neopolitan, if your Mum and Dad were feeling extravagant] that then TRANSFORMED INTO A SOLID LAYER OF CHOCOLATE TO ELEVATE YOUR SHITTY ICE CREAM EXPERIENCE.
Incredible.
But of all the comments I got, my fave was from Kev Chesters with this …
And while I loved it for a whole host of reasons, the main one was his order of using a teaspoon.
Not a dessert spoon.
Not a table spoon. [Though this might be the same as a dessert spoon]
But a teaspoon.
Because regardless how old you are.
Regardless how many Viennetta’s you could buy and eat.
A teaspoon was the psychological way of making your favourite desserts last longer.
Smaller spoon.
Smaller amounts of food on it.
More spoonfuls to enjoy.
I still do it and it made my day to know Kev did too.
Which all should act as a reminder that advertising is an incredibly powerful force … especially when it’s targeting people who know no better but dream of being more than they think they will end up being.
Thank you Viennetta. For the memories, the experience and the taste.