Goldfish vs Chilean Sea Bass
In a surprising and innovative move, Pepperidge Farm has rebranded its iconic “Snack that Smiles Back” Goldfish to Chilean Sea Bass for a limited time. The new and mature snack name was available from October 23 to October 30 on Chileanseabasscrackers.com. Customers were limited to two bags per purchase and could purchase them online.
Goldfish crackers have been a well-known children’s snack for decades. Even though Pepperidge Farms has no age limit for those who can consume this yummy snack, adults may feel uncomfortable pulling out a container of Goldfish crackers in their corporate office near their co-workers. Therefore to entice adults, Pepperidge Farms temporarily rebranded this product with a more sophisticated and elegant name to attract a more mature audience.
Pepperidge Farm’s Goldfish is not the only company that has changed its name:
IHOP, the International House of Pancakes, changed its name to IHOB (International House of Burgers) in 2018. Following the limited-time rebrand, burger sales substantially increased.
Pizza Hut temporarily rebranded to Pasta Hut to promote its new pasta dishes in 2008. PR Week states, “Pizza Hut's buzz increased from 22 to 27 from March to April. The average buzz score for dining brands is eight.”
People reacted outrageously on social media with comments like, “US ADULTS HAVE KID MINDS SOMETIMES WE WANT TO REMEMBER OUR CHILDHOOD” (@317raee), “Whoever invented being an adult needs to be tried for war crimes. Biggest trap I ever fell into, 11/10 would not recommend. I'll have some Goldfish and hold on to my inner child” (@savage_the_wild), and “Please give me the animated fish crackers this is not a smiling snack” (@ich.mochte.sterben) on the Goldfish’s Instagram announcement post.
These comments show that people are loyal to Goldfish and don’t want to change. As people grow up, they build an emotional connection with a brand and do not want to lose the nostalgia associated with Goldfish. When people are consumers of a brand they used as children – when times were easier, happier, and brighter—the brand holds significant emotional value and nostalgia (ethos). When that is taken away, people build resentment toward a brand. Another reason why a past customer may build resentment toward a brand is because brands that change their identities lose their consistency. In the consumers’ eyes, these brands are unreliable. If a person has experienced the growth or longevity of a brand only to see it change, it may seem as if the brand lost its authenticity (pathos).
As seen in many comments on Instagram, people questioned the logic behind this name change, “This has got {to} be the most stupid idea ever! You all at the goldfish company have lost your ever-loving minds with this new name. Sales will and should go down because of this and I don’t understand why you all would ruin a good product with a different name. Leave it as goldfish!!!!!!!” (@sheilacarlson). This is not the only comment of people questioning Pepperidge Farm and its marketing team (logos).
Overall, this campaign shows the importance of understanding your target audience. If you want your audience to be interested in your product, you must create a strategy that will relate to them. It also shows the importance of creating a buzz-worthy campaign. Although many people were confused and enraged by the name change, it got people talking and increased engagement on Instagram.
Abby is a senior pursuing a degree in advertising and public relations with an emphasis in advertising. She will also be earning a badge in social media and a certificate in leadership. As the first Chief Communications Officer, Abby serves on the C-Suite for GVPRSSA and GrandPR. Abby has had four internships as a Social Media Intern for Honey Bee Gardens Farm, a Community Relations Intern at Lake Michigan Credit Union, a Marketing Intern for the West Michigan Tourist Association, and currently interns at the GVSU Alumni House as the Student Communications Assistant. After college, Abby hopes to work in event marketing or social media.