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BACKGROUND
Goldfish are so popular among kids, some adults only think of them as a childhood snack. To solidify the brand as a snack for all ages, we needed to remind those adults that Goldfish are indeed a grownup snack.

IDEA
Introducing Chilean Sea Bass. To reinforce the notion that Goldfish are for adults too, we simply changed the name to a more sophisticated fish. It’s exactly the same as Goldfish crackers but with a much fancier name. The limited-time rebrand served as a reminder to any adult who thought Goldfish was a childhood snack, they can now enjoy a grownup version.

For one week, we rebranded our packaging and social media channels to reflect our new name and get the word out to fellow grownups. We launched a video to announce the rebrand and drove consumers to a website to buy Chilean Sea Bass for themselves. We also spread the word with social influencers on Instagram and TikTok.