Roaming Animal Crackers

Since 1902, packages of Animal Crackers have featured various animals in cages, but not any more.

Now Nabisco–makers of Barnum’s Animal Crackers–has teamed up with PETA to release a new design of its cracker box, and it will make your heart feel as warm and fuzzy as when you’re watching Planet Earth. On the new box, the animals roam free–nay–the zebra, elephant, lion, giraffe, and gorilla are strutting free along the Serengeti with serious attitude and a golden-hour hue.

PETA actually flagged the box to Mondelez International, the parent company of Nabisco. Rather than shooing PETA away, the company entered a discussion with the animal rights group. PETA even submitted a new box design for consideration–taking a proactive stance on developing new branding that could work for the company. It was spiritually similar to what Mondelez ultimately went with, showing Africa’s animals midstride in the wild.

PETA’s mockup:

“The new box for Barnum’s Animals perfectly reflects that our society no longer tolerates caging and chaining exotic animals for circus shows,” writes the organization. “PETA is celebrating this redesign just as we’ve celebrated the closure of Ringling Bros. and Barnum & Bailey Circus and an end to the use of wild animals in many other circuses.”

Final design:

Why its hot

Addressing cruelty in products will almost always result in goodwill from consumers, but it’s interesting that a brand that hasn’t changed their packaging in since 1902 didn’t think of it sooner. “Animal crackers” is a ubiquitous term nowadays, and people forget it’s an actual brand. This story will likely give Nabisco a nice little sales boost and some positive press coverage, but maybe not as much as a larger rebranding might.