Goldfish: Go for the handful

Goldfish, the snack brand, expanded its appeal and became more relevant with adults in the US.

Executive Summary


Goldfish came to us to gain relevancy and market share - they wanted to be known as more than "just a kid's snack" while not sacrificing the charm that lures kids to the "snack that smiles back." We were challenged to drive affinity and consumption among adults without disrupting the charm and playfulness that are at the core of Goldfish's identity.

To expand their appeal and become more relevant with adults, Goldfish needed to fully realize their leadership status within the snacking industry. On top of their new market approach, 2020 added urgency to the brand's growth...

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