6. Screaming Yellow Zonkers
Before the days of minimalist, artisanal packaging, there was Screaming Yellow Zonkers. Introduced by Lincoln Snacks in 1969, this product was less a snack and more a piece of pop-art performance. The snack itself was simple: a light, buttery popcorn glaze. But the packaging and marketing were revolutionary.
Instead of a colorful bag with pictures of the product, Zonkers came in a stark, matte black box. The only text was a series of witty, self-aware, and often absurd instructions and pronouncements written in a bold, yellow font. For example, the back of the box might offer instructions on “How to Eat Screaming Yellow Zonkers in a High Wind” or declare, “This is the back of the box.” It was anti-marketing marketing, and it was brilliant.
This approach appealed to a new generation of consumers—teenagers and college students who were skeptical of traditional advertising. Screaming Yellow Zonkers felt like an inside joke. It didn’t need a cartoon mascot or a jingle; its personality was in its deadpan humor. The product survived for several decades, but after Lincoln Snacks was acquired by Conagra, the brand eventually faded away. It remains a landmark in food marketing, a snack that was as much about the experience of reading the box as it was about eating the contents.
