Today I purchased Nesquik chocolate milk. While I was choosing my milk mixer I realized there were several other options; store branded products (such as IGA) and a brand I had never seen before. Even though these brands were cheaper and probably all taste the same I still went with the Nesquik because of its familiar label and lovable bunny mascot. I was buying my childhood. I was buying familiarity and comfort that comes with drinking a powdered chocolate out of that yellow jar that I have been doing all of my life.
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