Cassonade Graeffe Temporarily Removed the Child from Its Packaging
Ellen Smith — April 3, 2018 — Social Good
References: childfocus.be & psfk
Shoppers in Belgium were surprised while picking up some sugar after noticing that the well known brand, Cassonade Graeffe had changed its packaging to raise awareness about child abduction.
The brand's packaging has featured the image of a boy for over 65 years, and for most, this child is an easily recognized icon. The sugar brand removed the child from its packaging after teaming with the Belgian charity, Child Focus. An ad campaign accompanies this initiative, in which a young man, who went missing as a child, explains that his safe return was a direct result of efforts from charities like Child Focus. According to this ad, Child Focus has helped find over 20,000 missing kids.
The back of this limited-edition sugar packaging is urging people to follow the brand's various social accounts, to create more visibility for posts regarding missing children.
The brand's packaging has featured the image of a boy for over 65 years, and for most, this child is an easily recognized icon. The sugar brand removed the child from its packaging after teaming with the Belgian charity, Child Focus. An ad campaign accompanies this initiative, in which a young man, who went missing as a child, explains that his safe return was a direct result of efforts from charities like Child Focus. According to this ad, Child Focus has helped find over 20,000 missing kids.
The back of this limited-edition sugar packaging is urging people to follow the brand's various social accounts, to create more visibility for posts regarding missing children.
Trend Themes
1. Child Abduction Awareness - Cassonade Graeffe raises awareness about child abduction by temporarily removing an easily recognized icon, the boy, from their sugar packaging.
2. Charity Partnership Marketing - Partnering with a charity like Child Focus can be an effective way of spreading awareness while promoting a good cause and making a positive impact on society.
3. Innovative Marketing Strategies - Incorporating social media campaigns and promoting visibility on a consumer product, like Cassonade Graeffe's sugar packaging, can lead to increased engagement with consumers.
Industry Implications
1. Consumer Packaged Goods (CPG) - CPG brands can incorporate social causes to their packaging designs to increase brand awareness and social responsibility.
2. Non-profit Organizations (npos) - NPOs focusing on child safety and abduction awareness can partner with brands to raise awareness about their cause and build better relationships with brands and customers.
3. Social Media Marketing - Brands can leverage social media to highlight social causes and increase visibility and engagement with consumers.
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