FRONT PAGE / POSTS
by Colette Sensier| London, UK
Saturday, 18 June 2016
tags: categories, consumer culture, europe, making sense, semiotics
Creme Eggs and the Subjectivity of Childishness
Winner of Semionaut New Writers Award 2016
Crème Egg wrappers dissolve luxury codes – the sparkle of foil, the personalisation of variable wrapping, the red and purple power colours – into luxury chocolate’s traditional liquidity paradigm. Crème Eggs are the only popular adults’ single-serving chocolate, available casually and as an individual product in a way that luxury boxed chocolates aren’t, and differing from bars because they can’t be shared, divided or saved for later. Through looking at Crème Eggs’ technique for making adults choose this single luxury serving of chocolate each year, we can find out about the liquidity paradigm’s modern applicability to the subjectivity of childhood, rather than that of female sexuality.
Nostalgia is culturally treacherous, due to its easy slipping point into twee and the difficulty of cross-generational appeal, but childishness in its free-flowing subjectivity is always appealing. Crème Egg’s erratically folded foil and the yellow ‘splat’ – looking, as it flows over the egg’s curves, more like a spill – invites adults to assume the vision of a child who doesn’t know it is an object. In millennial terms, this is a break from ‘adulting’, a verb which openly opposes the performance of adulthood to the real, subjective self of childhood.
Culturally, the freedom of childhood is closely linked to Easter feelings of renewal. The three-month period of Crème Egg availability, like the Lenten period, mimics the pregnancy preceding the springtime rebirth of the year: a dynamic acknowledged by both Christianity and the pagan religions whose springtime rebirth celebrations it assimilated. So it’s fitting that the Crème Egg prompts associations with childhood and interiority, linking it in British minds not just with childhood Easter celebrations and holiday, but with these older, more primal senses of the rebirth of the year.
Women are often encouraged to dissolve their everyday selves into melting chocolate imagery, entering a Cixous-inspired world of liquid, sensual subjectivity. Taste is more subjective and so more private than sight or hearing, which can be reproduced and shared by machines such as cameras or sound recorders. The privacy of taste is the secondary connotation of the typical closing of a woman’s eyes as she tastes the chocolate (with the first connotation being, of course, orgasm).
This sensuality is coded as sexual, but even as the ad presents the woman to external gaze, it insists by focussing on taste that the chocolate is allowing subjectivity. The female sexuality in chocolate adverts, though displayed, isn’t purchasable by men as many brand portrayals of female sexuality are. Rather, its transcendence is so focussed on women’s subjective experience that any chocolate brand wishing to target men must explicitly and aggressively position itself as male: in the simplest form, Yorkie is declared ‘Not for girls!’
Crème Egg’s invitation to transcendence extends to both sexes, but otherwise follows the subjectivity model. Minimal packaging reiterates the egg shape, which acts as a pointer towards a single person’s mouth (it’s impossible to eat a Crème Egg broad end first). Easily cupped in the hand, this shape gives a sense of almost weaponised purpose, borrowing from bullets and grenades. The invitation to the subjective is deepened by the variability in packaging which comes from wrapping an asymmetric egg in a rectangle of foil: it’s possible to select your egg with mostly yellow, red, purple or logo showing, according to your preference. And the non-uniform folds make the eater shy away from the ritualised process of (for example) untwisting a Lindor twist, in favour of a personalised process according to the trajectory of the wrapper of the specific Crème Egg chosen. The wavering line of the wrapper signifies the messy, fluid boundary between egg and world, or egg and mouth.
Fluid identity and pre-digital childhood
Crème Eggs offer a childish space valorised by luxury codes, not a luxury space with childish accents. This order of associations is reinforced by the anchoring logo, whose position across the lower, broader curve of the egg pushes the modern, lower-case, printed crème egg logo out further than the more traditionally luxurious handwritten Cadbury’s logo. But Cadbury’s 19th century associations are nonetheless an important part of Crème Egg’s childishness offer.
The 21st century exchange of purple for blue quirked the childish primary triumvirate on the Crème Egg packaging. It also emphasised retro luxury. Cadbury has never reacted to the post-industrial-dye devaluation of purple, which is a bold, traditional luxury signifier (as is red, to a lesser extent). These colours are pre-postmodern and non-ironic, from a time before one-note elegance became desirable. This retro flamboyance also calls on a strong, particularly millennial, association of bold childishness with freedom from the single objective self.
In an act of cultural mimesis echoing recapitulation theory, the pre-digital self often represents the childish self – gloriously subjective and fluid. Steampunk is the clearest expression of this cultural association, but it’s also seen in the adoption of over-the-top hipster disguises (most obviously Victorian-style beards) among millennials.
For a certain generation which includes myself, the pre-digital world and childhood are literally the same era, but that isn’t the only reason why subjective freedom, pre-digital culture, and childhood are allied for us. Childish games of disguise and dissolution are the target of cultural hunger for a pre-internet world in the minds of people whose digital personas are fixed and tracked by everyone from school friends to advertisers. In Crème Egg packaging we see how childhood fluid subjectivity mingles with the hunger for pre-digital subjectivity, using bold colour codes which are at once retro and toddler-like.
The wrapper’s white line, dividing the 19th century red and purple, suggests the separations and enforced categorisations of everyday life. But Crème Egg eaters aren’t encouraged to think about the quirkiness or ‘wackiness’ lying in this liminal line, as they are in many products promoting childishness in adults. Rather, the liquid freedom of childhood obliterates categories and liminality at the same time (as the yellow splat and logo override the white line on the egg wrapper), inviting the eater to ride roughshod over the entirety of the objective world. This letting-go, coded as childish by other signifiers, makes the Crème Egg a space of release – pre-digital, pre-adult, and fluid – for all.
© Colette Sensier 2016