Goldfish crackers aren’t just for kids. Recently, the company behind the snack that smiles back rebranded its product name for a limited time.
The temporary rebrand is part of a larger strategy to get more adult consumers to enjoy Goldfish crackers…
Here’s the story.
Chilean Sea Bass: Goldfish Crackers For Adults
For one week at the end of October, Goldfish Crackers changed its brand name to “Chilean Sea Bass,” and the packaging’s new tagline boasted a…
“NEW ADULT-SOUNDING NAME, SAME GOLDFISH TASTE.”
The rebrand did not, as stated, change anything about the appearance or taste of the snack. On top of that, the new name for Goldfish crackers did not make its way to store shelves…
Instead, products with the new name were only available to purchase online.
While the name change seems like an inconsequential move, the marketing stunt put the brand back into the minds of adult consumers.
This name change reflects a larger change in the brand’s strategy. The Campbell’s Company, the owner of Goldfish Crackers and Pepperidge farms…
Aspires to become a billion-dollar company and take a larger stake in the snacking industry…
To do so, they need to attract more adults to their products.
Bigger Fish In The Sea
To hit these new goals, the company is investing more resources into expanding its operation. Last year, Pepperidge Farms invested $160 million in a new factory to meet increasing consumer demand for Goldfish.
The company is also branching out and making more products like Goldfish Crackers geared towards adults. Some of these changes include a potato chip version of the crackers as well as spicier flavors.
THESE UPDATES HELPED SNACK SALES AT THE COMPANY GROW 13% LAST YEAR.
And while consumers pull back on spending due to increased grocery inflation…
Many adults purchase Goldfish Crackers as a “permissible indulgence…”
These permissible indulgences allow adults to indulge in cheaper, nostalgic, and fun treats.
Ultimately, while Chilean Sea Bass is yet to catch on…
Goldfish Crackers might have struck gold with this small marketing stunt.
Be Great,
GCTV Staff
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