Happiness and Panthera launch Tiger Royalty: a new way for tiger inspired-brands to save tigers

Panthera, the global wild cat conservation organization, and Happiness, a communications agency based in Brussels, have debuted “Tiger Royalty,” an innovative cause marketing program that enables brands to support wild tiger conservation through the sale of their tiger-inspired products. Happiness conceived Tiger Royalty as an “artistic rights fee for tigers.” The program is built on the notion that tigers–whose power and mystique inspire some of the world’s best-known brands, and thousands of consumer products from diapers to sneakers to handbags–should benefit from the perpetual demand for items bearing their iconic image.

Companies who join the Tiger Royalty program agree to donate a portion of the proceeds from the sale of their tiger-inspired products to fund Panthera’s Tigers Forever program, an industry-leading initiative to rebuild wild tiger populations by at least 50 percent over a ten year period in Bangladesh, India, Indonesia, Malaysia, Nepal and Thailand. The number of wild tigers has dwindled from 100,000 one hundred years ago to just 3200 remaining today. Panthera’s renowned scientists and wildlife conservation partners are working in the world’s last remaining tiger strongholds to monitor tiger populations and reduce threats to tigers from poaching for the illegal wildlife trade, overhunting of prey species by local people, habitat loss and fragmentation, and human-tiger conflict.

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Alan Rabinowitz, CEO of Panthera, and one of the world’s leading tiger conservation experts, said, “It’s no surprise that people are fascinated by tigers. Their beauty, strength, and charisma are humbling; it makes you realize how such magnificent creatures make our Earth a truly special place. The further loss of this species in the wild places our own survival at risk.  We are looking forward to working with brands around the world who want to link the extraordinary selling power of tiger imagery with the preservation of real tigers in the wild. This wonderful idea comes at a critical moment for the future of tigers, and, frankly, not a moment too soon.”

Alan Cerutti, CEO of Happiness Saigon, said, “Tiger Royalty is a simple, clever platform that enables brands inspired by wild cats to meaningfully support their conservation. Today it’s tigers. Tomorrow it can be leopards, or lions, or other big cats that desperately need funding to preserve their wild populations. That’s why we are thrilled to be bringing this idea to life with Panthera, an organization that is truly making a difference in the future of wild cats on this planet.”Client contact: Karen Wood, Annika Vieira, Rebecca Bowen

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Client contact: Karen Wood, Annika Vieira, Rebecca Bowen