You know this package above. It probably brings back memories. Sitting in a shopping cart while your parent(s) were getting groceries and seeing the all too familiar animal cracker package with all of  the aminals (I mean animals) and shouting, “Can I get these? Can I get these? Please??” Or if you have kids it might be in a much more recent memory bank. I know my little one has been know to ask persistently for them while we’re cruising the isles. One big observation here: The packaging for Barnum’s Animal Crackers (The animals and the primary colors) haven’t changed a bit since I can remember.

Well guess what? They’ve made a temporary departure from the classic package design to raise social awareness. Barnum made a $100,000 contribution toward protecting endangered Asian Tigers through the World Wildlife Federation (WWF) and for a limited time, are putting a Lilly Pulitzer-designed package on the shelf. Pulitzer’s company is a long supporter of environmental organizations so it was a great fit!
The Lilly box design features animals drawn in her fanciful style and a pastel color palette. Quite different from Barnum’s traditional packaging design approach. The package also incorporates a call-out for the brand’s donation to WWF and WWF’s panda logo. The design helps contemporize the brand by associating it with a relevant, timely issue. One million of the boxes have hit retail shelves in March.

Pulitzer and Barnum’s Facebook and Twitter pages have been the primary source of promotion for the new box. Through social media, the campaign has generated tremendous buzz online about the design change and support of the Asian Tigers. The effort has also created great business results so far for Barnum. including a healthy sales lift.

More info:
Lilly Pulitzer
Media Post