Lessons learned from Nabisco’s free animal relations activities

2019-05-17 Business No comment

Nabisco opened the cage and the media began to play.


In order to attract the attention of the national media, Nabisco decided to change the packaging of its animal biscuits in Barnum.

Several public relations courses can be learned from Nabisco's strategy.

Some background… The cookie company adjusted its graphics to eliminate the current appearance of the animals in the cage on the wheels. Now they will take advantage of the new packaging and animals that are clearly in the wild, with no bars to speak of.


Nabisco's parent company, Mondrez International, said they succumbed to the pressure of PETA [animal ethics practitioners].

According to news reports, PETA has been calling on the company to change packaging since 2016.

CBS News said that PETA said in a letter to Mondelez: "We are urging Nabisco to update its packaging in view of the cruel cruelty inherent in the use of animal circuses and the strong opposition of the public to the exploitation of animals for recreation. To show that animals can freely roam in natural habitats."

At the same time, PETA is putting pressure on the biscuit names Ringling Brothers, Barnum and Bailey to release their animals. The circus stopped using elephants as part of its program in 2016, and due to the slowdown in ticket sales, it was completely completed in 2011.


The circus or not, the new biscuit box has been redesigned to eliminate the meaning of animals traveling in the van for the show.

Whether it is a young person or even his or her parents, it is irrelevant whether to actually connect the caged animals, the circus and the animal cruelty by simply taking a look at the package and consuming its contents. . In fact, this is a public relations activity that actually has two winners.

First, PETA can win. The organization and its 6.5 million members are happy to influence the operations of another large international conglomerate and have changed the look of iconic brands.

The biggest winners are Nabisco and Mondrez. The company has won in many ways.

First, it has used its marketing bullets to gain the attention of many domestic and international media.

Second, it waits for the main sales season as it returns to school, packing my lunch box to announce. If there are no other news reports, the brand should be promoted this summer and fall.

Third, it establishes the company's “latest” notion, consistent with millennials and others who oppose anything closely related to animal abuse.

Smaller B2B companies can still take advantage of many Nabisco public relations technologies without an iconic 100-year-old brand.

it can…


• Post any major news in the year that is most likely to receive the most media coverage.

• Develop news during times that have a significant impact on consumers or their customers and prospects.

• Redesign or redesign product packaging, products and websites to show that it is consistent with today's market.


• Create events with top social reasons to showcase their modern relevance to product buyers.

The Nabisco Animal Biscuit campaign offers some great PR food as well as some great tastings.

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