Honey Nut Cheerios removes Buzz to create buzz
In a powerful campaign, General Mills Canada has removed Buzz, the Honey Nut Cheerios bee mascot, from its box to heighten awareness to the devastating decline of the bee population.
The new packaging design serves as the starting point of a full-scale marketing campaign which includes a poignant TV spot, an online video, contesting, consumer sampling, PR and a microsite where you can request free wildflower seeds. (request yours here https://bringbackthebees.ca/)
Sometimes it’s what’s missing that counts. Simple and smart, #BringBackTheBees is a great example of a brand using cause marketing to raise awareness.