Goldfish

The Snack that Smiles Back - Mini Print Execution

Challenge: Goldfish’s 60th Anniversary is coming up — time to celebrate 60 years of smiles.

Insight: In a small survey of college students age 19-22, it came to light that when asked what the first snack on their mind was, one of the most common answers was Goldfish. They were listed as a constant in people’s snack choices, a cheap, recognizable snack, and something that brought up fond memories.

Idea: From Kindergarten to College Graduation, Goldfish have always been the snack that smiled back. College-age kids now recognize Goldfish from as far back as snack time in elementary school to present day, reaching into a bowl of them while writing their thesis.

Art Direction + Copy | Will Burnett