We had 4 main objectives for this new brand platform:
- GET YOUNG ADULTS TO BUY MORE GOLDFISH CRACKERS. We had to broaden our appeal and increase household penetration among 18–34 yr olds.
- BE RELEVANT BEYOND OUR KIDS' CORE TARGET. We had to drive brand affinity with teens and young adults, and create a modern bond with them not solely based on nostalgia.
- SOLIDIFY OUR ICONIC STATUS IN CULTURE. We had to engage this new audience in...
Goal: increase total HHP behind a significant growth from households without kids (objective: +1 pt HHP non-kids)
Goal: increase brand consideration among 18–34