matrix bissli

  • dronedusted 4y

    Aww. The #2 Israeli snack food targets an adolescent market with extravagantly not-LA-pretty characters, dork-kawaii for youth of the Judaic Levant.

    (Please understand: I employ "dork" as an affectionate descriptor, in similar spirit as the "Adorkable" page on

    The brightly-colored packages would be indistinguishable--at a glance--from their Frito-Lay counterparts, were their semi-readable typefaces not employing primarily the Hebrew alphabet. Frantic-parental conversation overheard: Was that Joe Camel?? Relax, it's only Cheetos Chester.

    On the website of manufacturer Osem, we find an almost refreshing honesty in their effort to promote every detail of their scheme for filling up offspring of the aliyah with heavily-spiced agricultural surplus. An idiosyncratic use (or not) of hyphens stands out as one of the lesser oddities found in the publicly-available blueprints:

    "Target Audience: Teenagers, especially the media buffs who are constantly seeking real time change and up-dates. Main areas of interest–everything media-related from music and sports to fashion and computers."

    And--oh, yes!--we can move along to elaborate characterizations of product icons "Grill" and "Barbecue". Named after two of Bissli's tempting flavors, why not? the former "laid-back, witty and sharp-tongued," while his vaguely-punk sidekick is "depressive and apprehensive." Maybe Barbecue's anxiety explains how he remains skinny, despite always munching on bagfuls of salty junk?

    Ultimately, Osem sketches a nation's identity: "Bissli is as Israeli as it can be. It's popular with everyone, straightforward and unpretentious."

    Is Bissli bliss-i?
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Taken on July 6, 2009
  • ƒ/2.8
  • 7.4 mm
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