Keeping in Step with the Times Prevents Crises
8/21/18 – – This week the Nabisco division of Mondelez International unveiled a newsworthy packaging redesign of its Barnum’s Animals cookies. Since 1902, small boxes of America’s favorite brand of animal crackers have been adorned with images of circus animals caged in boxcars. Not anymore. The majestic lion, elephant, zebra, giraffe and gorilla on the updated packages now roam free.
Great move by Mondelez to keep an iconic brand in step with the times – and avoid a crisis.
In Chapter 3 of The Crisis Preparedness Quotient – Measuring Your Readiness to Weather a Reputational Storm (“Where Crises Come From”), I discuss nine common sources of crises. They all start with the letter “P”: people, products, priorities, policies, performance, politics, procrastination, privacy, and past. “Packaging” didn’t make the list, but I believe the Barnum’s Animals redesign provides an excellent example of a company knowing when it’s time to address a problematic policy.
According to an article in the August 21, 2018, USA Today (“Nabisco uncages its animal crackers after 116 years”), People for the Ethical Treatment of Animals first called for a change in what they considered insensitive packaging back in April 2016. Commenting on the redesign, Modelez’s Chief Marketing Officer Jason Levine explained, “When PETA reached out about Barnum’s, we saw this as another great opportunity to continue to keep this brand modern and contemporary.”
Good move. The new art in no way diminishes the appeal of the product (the brand’s distinctive yellow and red color palette and fun illustration style have been maintained to draw in customers of all ages). And the folks at PETA are happy. The group’s Executive Vice President Tracy Reiman confirmed, “PETA is celebrating this redesign.”
No shaming, no boycott, no crisis.
Smart policy updates should not be seen as any less heroic just because they were made in response to outside pressure. CVS discontinuing sale of all tobacco products, SeaWorld ending its controversial orca breeding program, and the Miss America organization’s elimination of the swim suit competition are examples of corporate decisions, generally well-received, influenced at least in part by looming reputational threats.
Timing is important. Slow response to changing mores contributed to Ringling Bros. and Barnum & Bailey Circus folding its tent for good in 2016, just a year after begrudgingly announcing that it would phase out elephant acts. So, the responsive cookie brand survives, while the stubborn institution it was named after no longer exists.
There’s a valuable lesson in that scenario for marketers and communicators wanting to improve their crisis preparedness quotient.
*Animal Crackers in My Soup was a hit song performed by child star Shirley Temple in the 1935 film Curly Top (it’s probably not on your playlist).