• by Amy Corr  @MediaPostOTL, June 1, 2016

Burt's Bees launched a social media and packaging campaign that draws attention to the dwindling bee population. To imagine a world without bees, the brand removed the b's from its name. Actress Lea Michele stars in an online campaign that explains how 1/3 of the foods we eat could disappear, along with the bees. Social media users are encouraged to drop the b's from their posts and use the hashtag #BringBackTheBees. Burt's Bees will plant 1,000 wildflowers for bees to feast upon. During the campaign, all Pink Grapefruit, Coconut and Pear and Wild Cherry lip balms (flavors that depend on pollinators) will be repackaged without the brand's "B" initials and with #BringBackTheBees messaging. Baldwin&, Raleigh created the campaign and AKQA, San Francisco handled the media buy.