Goldfish

Campaign Diaries

Croatia

What Happens in the Goldfish Bag When Children Aren’t Watching

Brand: Goldfish

Campaign: The Snack That Smiles Back

Source: https://www.media-marketing.com/vijesti/sta-se-dogadja-u-vrecici-goldfisha-kada-djeca-ne-gledaju/

Goal: Re-establish Goldfish's presence in lunchboxes as children return to school.

Claim: The Snack That Smiles Back

Media: Paid, owned, and earned media channels

Summary: Goldfish has launched a new campaign reintegrating its iconic slogan 'The Snack That Smiles Back' just before children return to school. Developed by Mischief @ No Fixed Address, the campaign features two animated spots where Goldfish crackers are personified, addressing the question of what happens inside the snack bag. The campaign emphasizes ingredients like real cheese and no artificial colors, appealing to parents' concerns about children's snacks while leveraging nostalgia.

Campaign Diaries

No Brand Diaries found.

Global

Goldfish Revives Its Iconic Tagline to Court Health-Conscious Parents

Brand: Goldfish

Campaign: The Snack That Smiles Back

Source: https://www.adweek.com/creativity/goldfish-revives-its-iconic-tagline-to-court-health-conscious-parents/

Goal: To show that Goldfish is a snack parents can feel good about giving their kids

Claim: The Snack That Smiles Back

Media: paid, earned, and owned channels

Summary: Goldfish crackers is reviving its iconic tagline 'The Snack That Smiles Back' with a campaign aimed at health-conscious parents. Created by Mischief @ No Fixed Address, the campaign includes playful ads that highlight real-cheese ingredients and evoke childhood nostalgia, targeting families as they prepare school lunches. The campaign will roll out additional creative over time, amidst the backdrop of inflation's impact on the snack industry.

Campaign Diaries

No Brand Diaries found.

health-conscious parents nostalgia snack advertising