Shoppers in Belgium were surprised while picking up some sugar after noticing that the well known brand, Cassonade Graeffe had changed its packaging to raise awareness about child abduction.
The brand's packaging has featured the image of a boy for over 65 years, and for most, this child is an easily recognized icon. The sugar brand removed the child from its packaging after teaming with the Belgian charity, Child Focus. An ad campaign accompanies this initiative, in which a young man, who went missing as a child, explains that his safe return was a direct result of efforts from charities like Child Focus. According to this ad, Child Focus has helped find over 20,000 missing kids.
The back of this limited-edition sugar packaging is urging people to follow the brand's various social accounts, to create more visibility for posts regarding missing children.
Missing Child Sugar Packaging
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Missing Child-Inspired Menswear
Missing Child Currency
Child-Finding Taxi Services