Chewing on Cobalt gum

The first time I saw a pack of Cobalt gum I thought it was an imported choco­late bar. The sec­ond time I saw a pack of Cobalt gum, I thought the box should con­tain a col­lec­tion of exotic con­doms, but my son-in-law says that any­one who has ever smoked will want this gum: the black, cellophane-wrapped, smoothly sen­su­ous, 1/4-inch deep card­board box with the flip-top lid will bring back the well-remembered rit­ual of tear­ing off the cel­lo­phane and flip­ping up the top of a pack of smokes.

The kid in this video pretty much sums it up: 

I’ve never smoked cig­a­rettes or bought exotic con­doms and I sel­dom chew gum, but I love the box for its own sake — I can already see a col­lec­tion of empty pack­ages dis­played on the top of my black book­shelf. Brilliant mar­ket­ing and the gum has stay­ing power, too. The piece I chewed the other day just wouldn’t lose its flavour — great at first but then kind of annoy­ing because I felt like I had to keep chew­ing and chew­ing and chew­ing. I’ll never make it through even one pack, so if any of you chew­ers out there have empty pack­ages for my col­lec­tion, please send them along.