Nabisco opened the cages and the media began to play.
In a move that caught the attention of the national media, Nabisco decided to change its Barnum Animal Cracker packaging.
Several public relations lessons can be learned from Nabisco's strategy.
Some background … The cookie company has tweaked its graphics to eliminate the current appearance of caged animals on wheels. Now they will use new packages with animals apparently in the wild and no bars to talk about.
Nabisco's parent company Mondelez International said it was succumbing to pressure from PETA (People for the Ethical Treatment of Animals).
According to reports, PETA asks the company to change packaging since 2016.
CBS News reported that PETA said in a letter to Mondelez: "Given the blatant cruelty inherent in circuses that use animals and the growing public opposition to the exploitation of animals used for entertainment, we urge Nabisco to update its packaging to show to animals that are free to roam in their natural habitats. "
At the same time, PETA was pushing the cookie namesake Ringling Brothers, Barnum and Bailey to free their animals. The circus stopped using elephants as part of its 2016 show and due to the slowdown in ticket sales, it doubled in 2017.
Circus or not, the new cracker boxes have been redesigned to dispel the implication that animals are traveling in wagons for use in a show.
Whether a young man, or even his parents, would connect the dots between caged animals, a traveling circus, and animal cruelty, simply looking at the packaging and consuming its contents is irrelevant in the scenario. In fact, it's a public relations piece that actually has two winners.
First, PETA can take a turn of victory. The organization and its 6.5 million members can be delighted to have impacted the operations of another major international conglomerate and changed the look of an iconic brand.
The big winner is Nabisco and Mondelez. The company wins on many fronts.
First, it used its marketing bullets to attract much attention from national and international media.
Second, he waited for the first sales season, as during the back-to-school period, pack my lunchbox to make the announcement. If nothing else, news coverage should boost the brand this summer and fall.
Third, it builds the perception that the company is "up to date" in tune with the millennium generation and others who oppose something closely related to animal cruelty.
Smaller B2B companies, without an iconic branding of more than 100 years old, can still utilize many of Nabisco's public relations techniques.
• Spread the headlines at a time of year that is most likely to get maximum media coverage.
• Formulate your news at a time that will impact your customers or customers and prospects.
• Redesign or redesign the product packaging, offerings, and website to show that it is in tune with the current market.
• Create cutting-edge social events to demonstrate their modern relevance to buyers of your products.
Nabisco's animal cracker campaign provides good public relations thoughts and some good tasters.