To raise awareness, Honey Nut Cheerios drops the bee
Buzz the Bee is disappearing.
Honey Nut Cheerios is stripping the boxes of its bee mascot to raise awareness for the steep decline in the world’s bee population. To coincide with the five month campaign, which is only in Canada, General Mills has launched the hashtag #BringBackTheBees and a website to inform people about the plight.
“With ongoing losses in bee populations being reported across Canada, we wanted to leverage our packaging to draw attention to this important cause and issue a call to action to Canadians to help plant 35 million wildflowers — one for every person in Canada,” General Mills said in a statement.
For the past decade, the bee population has been on the decline in several countries, with an alarming recent report from the United Nations saying that 40 percent of invertebrate pollinators (i.e. bees and butterflies), are heading toward extinction because of global warming and pesticide use.
In a similar but an unrelated move, Burt’s Bees also launched a campaign months ago using the #BringBacktheBees hashtag in an effort to plant 1 billion wildflowers and even dropping the “b” from its branding. However, the company isn’t too mad about the hijacked hashtag judging from this response:
ig fist ump to #cheerios for the work you’re doing to help #BringBackTheBees, too. #greatmindsthinkalike pic.twitter.com/v5tkqdlj3O
— urt’s ees (@BurtsBees) March 15, 2016
“While we are not working directly with Cheerios Canada, we support the work they are doing to drive awareness and help sustain vital bee populations,” Burt’s bees said in a statement for Digiday. “The bees need all of us!”
In graphic detail: Gamers are warming up to in-game ads
Comscore questioned gamers about their attitudes toward advertisements in games for its State of Gaming report. Digiday got a sneak peek.
Meta, Snapchat, Twitter layoffs spell trouble for agency relationships
The speed and scale of platform layoffs only compound the problem of marketers feeling neglected by the social media giants.
Lessons from marketers’ experience with generative AI
Enthralled as marketers clearly are with the possibilities of AI, they’re starting to think they might need a strategy for it.
SponsoredBrands are optimizing video production to drive user acquisition
Sponsored by QuickFrame by MNTN With brands increasingly investing in video ads on social media, marketers are enhancing their video production capabilities to unlock growth on Facebook and Instagram. Especially urgent in an uncertain economic climate, brands must minimize production costs while creating a high enough volume of social media videos to identify the creative […]
WTF is a data clean room?
Platforms use data clean rooms in order to share aggregated audience data versus user-level data.
Digiday+ Research deep dive: Agency spending on TikTok plateaus as brands struggle with what to make of the app
Agency clients' spending on TikTok may have hit a plateau, while brand marketers are still searching for the right answer when it comes to how much confidence they should have in the platform.