retail news in context, analysis with attitude

by Kevin Coupe

The Daily Beast has a story about how Mondelez has, after more than 100 years, redesigned the packaging of its Barnum’s Animal Crackers box.

Responding to pressure from the People for the Ethical Treatment of Animals (PETA), Mondelez has changed the box’s graphics so that the animals no longer are portrayed as being behind bars. Now, the zebra, elephant, lion, giraffe, and gorilla are all shown as roaming free.

When PETA reached out about Barnum's, we saw this as another great opportunity to continue to keep this brand modern and contemporary,” says Jason Levine, Mondelez's chief marketing officer for North America.

And PETA EVP Tracy Reiman says, “The new box for Barnum’s Animals crackers perfectly reflects that our society no longer tolerates the caging and chaining of wild animals for circus shows.”

I think this is a good idea, long overdue, and in its own way, an Eye-Opener.
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