#BringBackTheBees

Posted on March 22, 2016, at 8:45 a.m.
by Morgan Martin.

What’s all the buzz? General Mills Canada is building a hive of support for the declining pollinator population worldwide.

It’s important now more than ever for brands to stay customer-minded when using PR tactics, and socially conscious PR is the perfect way to appeal to a consumer’s emotions, preferences, beliefs, etc. PR problems remain unsolved by simply purchasing advertising space because it’s now about creating a genuine connection with the customer.

Socially conscious PR allows consumers to connect with brands on a personal level. It creates trust, favor and, not to mention, something all brands strive to establish: brand loyalty.

Brands worldwide have used cause-related marketing to appeal to consumers. Budweiser’s “Someone Waits For You At Home” 2014 Superbowl commercial reminding people not to drink and drive melted even the coldest of hearts. Meanwhile, Ben & Jerry’s consistently donates to charities of its consumers’ preferences. It’s brands like these that have become staples because of their ability to adapt to their audiences’ preferences.

General Mills made the bold move of removing the universally known brand symbol, Buzz the bee, from its packaging. A United Nations report last month found that a staggering two out of every five species of bees and butterflies are headed toward extinction.

In Buzz’s original front-and-center spot on the box remains a white silhouette.

The image is supposed to drive cereal fans to a website to learn more about the devastating situation of the little guy’s species. It appeals to the sweet cereal lover inside all of us. The site is also filled with opportunities to support this cause. People can enter to win a wildflower garden makeover or even opt to receive free packets of seeds.

On top of those efforts, the company released a short video created by Cossette Inc. that would tug on any mammal or insect lover’s heart strings.

General Mills Canada took to Twitter to assist Burt’s Bees in spreading the hashtag #BringBackTheBees.

The company created endless buzz after releasing these Buzz-less boxes, not only for the declining bee population but also for its product. It goes to show that a company can rarely go wrong applying some socially conscious PR to its brand.

General Mills’ efforts to bring awareness to these pollinators are admirable, creative and downright impressive. And although it is a genuine and compassionate move, saving the bees is also definitely in the company’s best interest. After all, you can’t have Honey Nut Cheerios without the honey.