PETA

PETA’s hard-charging, gloves-off message has been delivered in numerous carriers and with varying creative and design approaches since the concept was born. In the beginning, the pack employed a No. 10, plain, gray outer with a penny jutting through a poly window. The hook then was “ … a penny for your thoughts.” Not long after that creative strategy proved successful, PETA tacked on another penny and shifted the copy teaser to “ … your two cents worth matters!”