Gold jewelry is automatically out of the question for most of us as a gift-giving option these days. But NOT for this specific item… Kraft is offering a very-limited-release real gold necklace celebrating both Mom and Kraft’s kind of ‘gold’…
Remember those rainy childhood afternoons when you sat in the kitchen and glued dry macaroni to coloured paper, or strung it on thread, making ‘art’ or jewelry?
Who could forget?
It was always basic, default ‘elbow’ macaroni – the only other pasta than spaghetti that most non-Italian families had in their pantries when I was a kid. And the main reason most non-Italian families had it in the house was to make Mac & Cheese. So it’s fitting that Kraft – known universally for its Mac &Cheese – be in the thick of this cutesy pr0motion.
What it is
“For nearly a century, Kraft Mac & Cheese has given moms fun, delicious, and trusted ways to care for their families at mealtime,” Alyssa Galiardo, the associate brand communications manager at Kraft Mac & Cheese, shared in a statement. “This Mother’s Day, we’re offering families the ultimate way to say thank you, with an elevated twist on a timeless tradition.”
It’s the MOST elevated expression of the ‘newstalgia’ trend I’ve seen yet.
The Ring Concierge Forever Macaroni Necklace is a 14-karat gold noodle strung on a 16 in. / 40 c gold chain. And it’s presented in a classic blue box — not Tiffany’s, but Kraft Mac & Cheese royal blue, to be exact.
Surprisingly elegant
The whole deal is surprisingly elegant. The macaroni is a single piece of the gently-curved thin-type noodle that Kraft is famous for as the basis for its legendary instant Mac & Cheese. And it looks just like a stylized smile at the perigee of the chain’s arc – which should fall right about at the top of your sternum. The perfect perch, fashion-wise.
(By the way… When you perused the photo above, did you at first get a flash of the Amazon ‘smile-arrow’ logo? Just shows how powerful an image THAT is!)
Deliberately accessible
Kraft also says it wanted to keep the Mom’s Day novelty accessible. So it’s taking a bit of a hit (we assume) offering the necklace at a, “record low price – celebrating moms everywhere with gold that’s just as solid as she is.” The pendant is actually selling for just (US)$25, starting May 1st, exclusively at ringconcierge.com.
My take
“We hope families feel good knowing each time mom catches a glimpse of the golden noodle, she’ll remember special moments spent with her family, especially those enjoyed together over a bowl of Kraft Mac & Cheese,” Galiardo almost sighs…
A bit of a stretch. But not outrageous overreach, by any means.
What I want to know is, how much gold the piece actually has in it. At (US)$3,240.72 per ounce / (US)$104.04 per gram on the spot market as I’m writing this… Kraft really is working up something of a financial sweat to ‘keep it accessible’!
~ Maggie J.