In a startling episode of last season’s Mad Men, ad executive Don Draper sabotages a pitch to Hersheys by explaining that their chocolate bar is so deeply linked to everyone’s idea of childhood that there’s really no need to advertise. For a Brasilian friend it’s Amor pacoca candies that remind her of childhood. They’re made from a mixture of ground peanuts and sugar that’s pressed into a block the size of a matchbox and wrapped in wax paper. The candy stays firm until it’s handled, when it crumbles like sawdust. It’s especially nice with vanilla ice cream and stays gritty and flavorful even after the ice cream melts, a little like the chocolate crumb filling in Carvel cakes.
The Amor colors (stop-sign-red, egg-yolk-yellow and bright white) remind me of two of my own best-loved childhood treats, Parle-G biscuits and McDonalds. But the Amor logo is super-modern, with the A-M-O-R in groovy, blockish letters, and the lowercase s-i-n-g-’-s below bouncing happily up and down. There’s a red A-M-O-R on each side of the block too, emphasizing its thickness. This candy can be handled like a board game piece, hidden in a fist, or slipped into a pocket. It might be the perfect size for a childhood treat.