Ringling Brothers and Barnum and Bailey Circus officially closed their doors back in May 2017, a momentous event for animals and animal rights advocates across the world. Now, the iconic Nabisco crackers that were named after the circus have redesigned their box in response to the growing opposition to the use of wild animals for human entertainment.
Most of us at some point during our childhood had the pleasure of experiencing the iconic crackers and can recall the box vividly: red and yellow with various wild animals behind the bars of a boxcar headed to the circus. As a child, you likely didn’t think too much about it, but that simple exposure to the idea that wild animals somehow belonged in cages or in the circus was a ubiquitous part of our culture. Now, thanks to rising awareness and education, this is no longer the case!
Kimberley Fontes, spokeswoman for Nabisco’s parent company Mondelēz International, shared that the move was an effort to keep the company up with the times: “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.”
The new box design maintains its original essence but now features a zebra, elephant, lion, giraffe, and gorilla wandering side-by-side in a grassland with acacia trees in the distance. It was a long time coming, but this change is symbolic of the changing public perception when it comes to animal exploitation and the use of wild animals in circuses. PETA Executive Vice President Tracy Reiman celebrated the change, stating, “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.”
As simple as the box redesign may seem, it speaks volumes for a future of compassionate consumers who see animals as living beings who share this Earth and deserve to live free from human greed. This change is another step in the right direction for all and continues the long line of brands making smart transitions to accommodate conscious consumers.