Page 48 - Anna Doxie first new format

Bitchin’ & Moaning

Please Pass The Oke

By Judith A. Habert

There exists a seemingly innocent little Just when I thought things couldn’t get any worse a local
word strategically placed on the bottom supermarket chain proved me wrong. They came up with a
brand new concept appropriately named “No Frills”
of every physician’s prescription pad.
Although it may appear a logical Mom was ecstatic, and so apparently were most of the

option to most, to me, the mere mention moms in our lower middle class neighborhood. In some
ways I suppose it was better, less pretentious, and you
of the word sends chills up and down actually knew exactly what you were getting now. No
my spine. The word is gimmicks, no manufacturers hoping for the
deteriorating eyesight of the middle aged
“generic.” housewife. No hope that a shopper in a
rush to complete the weekly shopping might
With a medically disabled dad and a mistake say “Oke” for the more popular
hardworking, though severely underpaid nationally advertised and marketed soft drink.
mom, generic was a way of life in our There now were separate isles set aside
home. in the store specifically for the “low income
shopper” The header on the isle proudly
As a young girl the simple act of watch- displayed it to be the “No
ing TV brought with it a plethora of ques- Frills” isle. There were no
tions. I couldn’t quite understand why mistakes to be made, since
48 none of the products upon the labels on all items were
which we indulged ever felt very easily identifiable.
the need to advertise. It Who could possibly make
wasn’t until I got a bit older a mistake now with items
that I began to understand. labeled “Beer” “Cola” “Pea-
nut Butter?” No creativ-
A survey of our pantry ity here. Of course these
did show one common items were only for internal
element: On every single consumption. If company
item could be found the came around, depending on
same 3 little words “Com- whether they were family or
pare ours to...” friends Mom would deter-
mine whether we could
Probably the funniest part utilize the “no frills” brand
of the entire generic expe- or if we had to moved up
rience was the to the generic brand. The
comical manner in which manufacturers attempted to trick decision was based on two very pertinent questions. Who
us. If this was not their intent, then perhaps these manu- was the company coming to dinner, and would the items
facturers possessed a belief that Americans just don’t pay in question ever be visible to prying eyes? Items such as
close enough attention. Why else would we pick up a tomato sauce, gravy, cake mix etc., would never be seen by
bottle of soda called Dr. Thunder instead of Dr. Pepper or upper middle class prying eyes, so “no frills,” was just fine.
Twist Up in place of 7 up? Butter or soft drinks, on the other hand, would require either
generic or on very special occasions, and with special com-
A quick examination of our pantry at home would provide pany, the coveted name brand items, since these would be
an abundance of seemingly misspelled name brands. visibly on display.
Such items as “Spiffy” Peanut Butter, “Wander” Bread,
“Moonlight” dish washing detergent and sitting there, center Secretly I longed for a household cupboard filled with name
stage, as large as life my favorite beverage of choice as a brand items. I swore when I had my own home things
youngster “Oke.” would be different. I would have a pantry full of advertised
name brand items. I would drink Coke!