Brand Tracker

Welcome to the automated Brand Tracker 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.

Japan

Fuma Kikuchi becomes the new image character for Papico, proposing the new habit ‘Papico Time’ through Web CM

Brand: Ezaki Glico

Campaign: Papico Time

Source: https://www.advertimes.com/20260724/article551489/

Goal: To promote Papico as a refreshing treat for daily breaks.

Claim: Switch your mood with Papico!

Media: Web Commercials

Summary: Ezaki Glico launched a new campaign featuring actor Fuma Kikuchi as the face of Papico, promoting a new concept called 'Papico Time' that encourages people to take a break and switch their mood by enjoying Papico during busy moments throughout the day. The campaign includes four different web commercials showcasing various everyday situations where people can enjoy this refreshing snack.

advertising refreshment snack WebCM