I Don’t Want to be a Hydrox Cookie
Yesterday I read an article from the Wall Street Journal,
that at first I thought was a joke, but it turned out to be true. The Hydrox cookie is dead. Not only is it dead, but it died five years
ago, and people are only now realizing it.
The Hydrox cookie was created in 1908, by what would later
become Sunshine Biscuits. They combined
the words hydrogen and oxygen because they thought it communicated purity. (When you think of hydrogen and oxygen, do
you think of purity?) Others thought it
sounded more like a laundry detergent, but it gained a loyal following anyway. However, Nabisco had a much larger marketing
budget for Oreos, so the Oreo always overshadowed the Hydrox cookie. In 1991, Sunshine created a new mascot, a
glob of vanilla crème that morphed into a smiley figure named Drox. Pillsbury sued Sunshine, claiming that Drox
looked too much like the Pillsbury doughboy. Pillsbury won and Drox was eliminated. In trying to appeal more to children, they renamed the Hydrox cookie as
Droxies. When this didn’t work, they
quietly stopped making the cookie in 2003. The cookie was 95 years old when it died, and it has taken people five
years to finally notice.
One person wrote on a website, “This is a dark time in
cookie history. And for those of you who
say, ‘Get over it, it’s only a cookie,’ you have not lived until you have
tasted a Hydrox.” 866 people (in a
nation of 300 million) have signed a petition demanding that the Hydrox cookie
be brought back. Some don’t believe the
cookie has really gone away. In recent
months, people have reported Elvis-like sightings – and tastings – of the
defunct product.
The contest between Oreos and Hydrox used to be like Coke
versus Pepsi, the Beatles versus the Rolling Stones, and dog people versus cat
people. But the Hydrox had so faded from
public view that it is only now, five years after its death, that people are
beginning to notice. This all according
to the Wall Street Journal.
I don’t want our churches to be like Hydrox cookies. If your congregation died, I wouldn’t want it
to take five years for people to notice you were gone. What is your local church’s connection to
your neighborhood, city, or town? What
part of your ministry would your community miss?
In Jeremiah 29:4-7, the Lord, the God of Israel, says to all
the exiles whom God had sent into exile from Jerusalem
to Babylon
: Build houses and live them in them; plant
gardens and eat their produce. Take
wives and have sons and daughters; take wives for your sons, and give your
daughters in marriage, that they may bear sons and daughters; multiply there,
and do not decrease. But seek the
welfare of the city where I have sent you into exile, and pray to the Lord on
its behalf, for in its welfare you will find your welfare.
I think this is what it means to be a missional church. The missional church is sent by God into the
community to live among the people, putting down roots, investing in the local
economy, and trying to make it the best place to live in the world. That was hard for the Jews in 586 BC who
really wanted to be back in Jerusalem
. The customs of Babylon
were foreign and strange and odd, but
that was where God sent them. God wanted
His people to interact with the Babylonians, to get to know them, to listen to
them, and to care for them. They were to
become such an integral part of Babylonian society, that if they were all taken
away, they would be sorely missed.
Part of my dream for the church is to be like that. I want the church to move back into the
neighborhood. I want the church to be
alongside normal, everyday people as they go about their lives, and to be such
authentic people of integrity that people see our good works and give glory to
God in heaven. I want the church to try
some missional experiments where we live. The Church of Jesus Christ has so much potential. We can make such a difference in the world
where we live. I want us to be the
Church. I don’t want us to be the Hydrox
cookie.
Clark Cowden
Executive Presbyter
Presbytery of San
Diego