Once I went to the store to buy toothpaste - an increasingly difficult task, though not as fraught with peril as seeking a normal toothbrush - and I spent at least ten minutes scrutinizing the shelves, looking for the familiar package—no shinies, no starburst, just a red and blue package. Finally, after I had prowled the shelves about six times, I started reading labels instead of looking for packages, and I found my simple toothpaste all dolled up in a sea blue starburst box. I had considered this possibility, and so had included “New packaging” banners in my search images. I grumbled as I picked up the froofy package (not labelled as new), bought it, and returned home.

When I opened the box, I was shocked to see a cheerful yellow banner across the tube itself advertising, “New Package, Same Great Product!” Urgh!