A kid plays on a swing, contemplating his afternoon snack.
His co-star, an animated character in Nutter Butter’s 1973 television commercial, is the spitting image of Willy Wonka, the beloved Gene Wilder version, though some viewers have noticed touches of Uncle Sam.
Along with a one-of-a-kind shape, the treat’s quirky name helped propel Nutter Butter to superstar status when it launched in 1969.
“Not only is it a unique shape, but it connects directly to the flavor and the product experience,” said Mary Zalla, global president of consumer brands at brand consultancy Landor.
“It’s so iconic; it’s almost like the Coke bottle.”
The brand might not have been as successful, or had decades of staying power, without the textured wafers.