Mondelēz Redesigned Barnum’s Animals Crackers Packaging, Removed Cages to ‘Make the Brand Relevant’

It's the 'right time for the next evolution in our design'

Mondelēz International revealed a new design for the Barnum's Animal crackers box. - Credit by Barnum's Animals Crackers
Headshot of Kristina Monllos

For decades, Barnum’s Animals packaging depicted lions, tigers and bears in cages. That stops today. The Mondelēz International cracker brand has a new illustration on its packaging, showing animals free and in the wild.

“At more than 115 years old, Barnum’s Animals crackers is one of the oldest brands in our portfolio,” wrote Kimberly Fontes, a representative for Mondelēz International (parent company of Nabisco) in an email. “Throughout our history, we have leveraged and evolved our classic design to drive awareness around key animal and environmental issues. To continue to make the brand relevant for years to come, we felt this was the right time for the next evolution in our design, now showing the animals in a natural habitat.”

Animal activist organization PETA claims it reached out to Mondelēz in 2016, pushing the company to retool its packaging design. In January 2017, the Ringling Bros. and Barnum & Bailey Circus—the crackers’ namesake—shuttered. Shortly after, in June 2017, Mondelēz reached out to PETA to inform the organization of its redesign.

“The new box for Barnum’s Animal Crackers perfectly reflects that our society no longer tolerates the caging and chaining of wild animals for circus shows,” said PETA evp Tracy Reiman in a statement. “PETA is celebrating this redesign, just as we’ve celebrated the end of Ringling Bros. circus and the introduction of animal-circus bans across the U.S.”

It’s unclear if the company worked with an agency or did the design in-house, as Fontes did not immediately respond to further requests for comment.

Don’t miss Brandweek, coming up September 23-25 in Palm Springs. No panels, no sales pitches—just three days of interactive discussion, problem-solving, entertainment and networking. Learn more here.


@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
Publish date: August 21, 2018 https://dev.adweek.com/brand-marketing/mondelez-redesigned-barnums-animals-crackers-packaging-removed-cages-to-make-the-brand-relevant/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT