Nabisco opened the cages plus the media started to play.
In a move that garnered national media attention, Nabisco thought we would change its Barnum’s Animal Cracker packaging.
Several PR lessons is usually learned from Nabisco’s strategy.
Some background… The cookie company adjusted its graphics to lose the current look with the caged animals on wheels. Now they will utilize new packaging with all the animals apparently inside the wild no bars to talk of.
Nabisco’s parent company, Mondelez International, said we were holding succumbing to pressure from PETA (People for your Ethical Treatment of Animals).
According to news reports, PETA ended up being calling for that firm to alter the packaging since 2016.
CBS News posted that PETA said in the letter to Mondelez, “Given the egregious cruelty inherent in circuses which use animals as well as the public’s swelling opposition to your exploitation of animals used by entertainment, we urge Nabisco to update its packaging so that you can show animals whorrrre free to roam inside their natural habitats.”
At duration PETA was pressuring the cookie’s namesake, Ringling Brothers, Barnum and Bailey to free its animals. The circus stopped using elephants in its show in 2016 and because of slowing ticket sales, folded entirely in 2017.
Circus or no, the revolutionary cracker boxes happen to be redesigned to adopt away the implication how the animals are operating box cars for use in the show.
Whether or otherwise not a youngster, or maybe his or her parents, would actually connect the dots between caged animals, a traveling circus, and animal cruelty by just glancing for the package and consuming its contents is irrelevant inside the scenario. Indeed this can be a public relations play that really has two winners.
First, PETA might take a victory lap. The organization as well as 6.5 million members can rejoice they’ve got impacted the operations of some other major international conglomerate and changed the style of an iconic brand.
The big winner though is Nabisco and Mondelez. The company wins on many fronts.
One, it used its marketing bullets to garner a lot of national and international media attention.
Two, it waited for prime selling season as from the back-to-school, pack my lunchbox interval to make their announcement. If nothing else this news coverage should supply the brand an enhancement this summer and fall.
Three, it builds the perception the company is “up to date”, in tune with millennials among others who oppose anything closely linked to animal cruelty.
Smaller B2B firms without popular 100+ year-old brand to select from can still utilize many from the Nabisco PR techniques.
•Release any major news within a time of the season most likely to have maximum media coverage.
•Formulate their news within a time that may have high impact using their consumers or their clientele and prospects.
•Redesign or retool packing, offerings, and web site to show it really is in tune with today’s marketplace.
•Create events with top-of-the-mind social causes to indicate its modern relevancy towards the purchasers of the usb ports products.
The Nabisco animal crackers campaign provides good quality PR food for thought, and good quality tasting ones as well.