Puff the Magic Cereal Box

A while ago I posted a few pics of my cereal box wall. I still occasionally come across a cereal box worth photographing, even if it’s not in wall form. Here is “Organic Wild Puffs”—one of the trippiest cereal boxes I’ve ever seen (larger version).

Decorated in faux-Aztec imagery, the box suggests a cereal that is part Fruit Loops, part mescaline hallucinogen.

And the box admits as much: not only is there a play on the word puff, there is also a play on the idea of addiction: the cereal is “habitat forming.” (The company donates a percentage of profits to the National Wildlife Refuge Association.)

In DeLillo’s White Noise, Jack Gladney calls cereal boxes “the only avant-garde we’ve got” in America. Looking here at the drug references, quetzalcoatl icons, and vivid coloring, I’d say he might be right.