Sir; When Alice gives in to the bottle marked drink me' she gets the mixed flavours of cherry tart, custard, pineapple, roast turkey, toffee, and hot buttered toast ­ delicious by anyone's standard. But, in today's wonderland of supermarket giants, personification of food products has become important in appealing to our relationship with the brand to invoke loyalty and satisfaction. Tesco's eat me and keep me" fruit ranges and Sainsbury's UHT milk's please chill me after opening' are successful examples of the representation of inanimate objects as living beings which tap into human nature to the extent that this characterisation is more of a bond than a brand. Elizabeth Armstrong Marketing Manager Burco Dean Appliances Burnley, Lancashire {{LETTERS }}

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