“The World Expiration Date” campaign brief was to strengthen American Garden’s equity manifest “Let’s Savor Life”, and get closer to the audience by building brand affinity with them. Through our research, we discovered that 76% of the population check expiration dates. But only a few people know the predicament of endangered animals. We printed them right next to the regular expiration dates of several products. On each packaging, a link to the American Garden website invited people to learn more about hundreds of endangered animals that we profiled by their conservation status.
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