Photo-Lettering’s Eminence in use for an ad by Nabisco (formerly known as the National Biscuit Company) for their “5 choco-luscious cookies”: Mallowmars Chocolate Cakes, Chocolate Pinwheels, Chocolate Covered Sugar Wafers, Big Dipper Chocolate Pies, and Ideal Peanut Bars. The contoured typeface apparently was chosen to echo the depicted chocolate coating, complete with some “dripping” swashes.