Magic Shell

Tuesday April 6thCondiments Category













This was such a novelty when it first came out, I remember  my sister and I were 9 or 10 years old and we got such a kick out of this stuff.  Obviously the thrill wore off because it had been over 20 years since I had it again and that was only because I found a similar product to compare it to on my other blog.
The image on the left is from a 1983 ad.  What stands out to me is the Smuckers label on top and the “Magic Shell”  text, – particularly the S in “shell” .   I have to admit, even though I like the font mostly, it bothers me how the S balloons out at the bottom.  It’s kind of symbolic of what eating this stuff will do to you.  I like the matching colored border and although the picture of  the actual product doesn’t stand out, it’s realistic enough to believe what you see is what you get. 
Now Magic Shell has a mascot which is a Disneyesque turtle hitting a spoon against the hardened syrup to demonstrate the product’s magical qualities (pixie dust and all).  The title text is now more of a cursive font but I thought it was kind of interesting that with all the changes to the label, the “Smucker’s” tag at the top of both bottles hasn’t changed too much.  Instead of the big-bottomed “S”, the blubby-looking top of the new bottle reminds me of what regular consumption of this stuff will do to your figure.  I know it’s supposed to look like poured syrup but, I like the more streamlined shape of the old bottle better.  I also like the realistic picture of the product compared to the “magical” drawing on the new bottle. 
I think the new bottle does a better job at appearing magical but I like simplicity of the old.

Magic Shell: Old or new?

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  1. Melissa
    April 6, 2010

    When I first looked at the pictures of the two bottles my first thought was “how boring!” When I think of magic shell I think of fun and excitement – neither of these bottles deliver. Even so, I prefer the older design. It’s nice and slim, and while it doesn’t have the colorful little magical turtle that the new version has (I like turtles… especially magical ones), I prefer it simply because it doesn’t have that rotund shape to it that reminds me of the Venus of Willendorf.

    The S on the old bottle puts me off, too… it just doesn’t look right. The logo on the new bottle just kind of looks like it was slapped on in haste.

  2. Tintin LaChance
    April 7, 2010

    I’ve never seen the old bottle before this, but dude, it’s so much better. The S in the old bottle’s font is vaguely reminiscent of Art Deco typography; I am totally digging it.

    It freaks me out that they’re both labeled as chocolate “flavour,” though.

  3. Kristen Potter
    April 10, 2010

    I grew up with the Smucker’s and the turtle. Hell, I always preferred Smuckers over Hershey but that was because I was a huge milk chocolate fan.

    I guess since I’m still pretty young and grew up in the 90s, I prefer the newer one. The older one just seems bland for me.

  4. Nightdragon
    May 7, 2010

    I like the newer one. The cute cartoon turtle is a nice touch.

  5. Maudie
    May 19, 2010

    Eh, can’t say as I like either. The old one looks kind of 70’s, and not in a good way. The new one is just so tired and formulaic. I get why they introduced the character, since this is a product targeted at kids and all. But I think the turtle is kind of forgettable.

  6. SZA
    December 28, 2010

    Magic Shell can change its look & logo as many times as it wants, but it will always be disgusting!

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