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Since 1902, Barnum's Animals Crackers (BAC) have delighted kids of all ages, so for its 100th anniversary BAC wanted to reengage both past and present consumers in order to reinvigorate sales for the brand. The result was an integrated marketing campaign that asked the public to vote for one of four new animals - the koala, cobra, walrus and penguin - to be permanently included in the box. The program measurably increased sales and consumer awareness in each of its two stages - by 41 and 21 percent respectively, without any advertising and only limited POS support and generated over 344 million media impressions.
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