Is Goldfish’s ‘Chilean Sea Bass’ rebrand a catch for adults or a risky move?

Goldfish’s temporary rebranding of its cheddar crackers to ‘Chilean Sea Bass’ is a tongue-in-cheek approach to draw in a more mature audience – and mirrors the company’s larger brand evolution. The strategy illustrates how a legacy brand can leverage playful, limited-time marketing tactics to reinforce relevance across generations and nab new audiences (and in the case of the company, market share in new categories).

According to the company, "Chilean Sea Bass crackers look just like Goldfish and taste just like Goldfish, because they are Goldfish. Except now they're called Chilean Sea Bass, which is much more adult."

Rebranding: The pros …

The temporary rebranding of the fish-shaped cheddar snacks is clearly aimed at adult snackers, particularly Millennials and Gen Z consumers who grew up with Goldfish but now desire more sophisticated food choices.

It acknowledges the broad, cross-generational appeal of Goldfish: research shows that more than half of its fans are adults, according to Circana Omni Consumer Scan Panel, Total US All Outlets; ending Nov 19, 2023. Euromonitor data also found Gen Zers are six times more likely than any other age group to purchase the craveable snack. By choosing a name that evokes high-end dining, the rebrand hopes to reinforce that Goldfish is as much a go-to culinary snack for grown-ups as it is for kids, adding a humorous twist to capture social media attention.

The company is banking on the short-term effects being significant. By shifting the brand perception – even temporarily—to target a mature audience, Goldfish is fostering a sense of exclusivity. This can boost online engagement; prompt brand mentions on social platforms; and encourage product trials among a cohort who might otherwise overlook Goldfish.

These types of limited-time campaigns are also great at generating buzz. The Chilean Sea Bass creative is being supported by integrated marketing efforts, including earned media, a creator partnership with Dude With a Sign and a media buy that spans multiple ad and social media platforms, including TikTok, Meta and Reddit.

Campbell’s is also hoping that by selling the LTO  (limited time offering) exclusively online will reach an audience ready to engage digitally, bypassing retail constraints and targeting direct interaction with its adult fans.

… and possible cons

But while a clever attempt to engage a more mature audience, it brings some potential downsides.

First, there’s the risk of confusing loyal Goldfish customers, especially those who may not be aware of the campaign’s temporary nature. This could lead to misunderstandings about the availability or nature of the classic Goldfish product.

Additionally, shifting to a new name, even briefly, might dilute Goldfish’s established family-friendly brand identity, which could weaken its association with its core audience of parents and children. There’s also a chance some might feel excluded or even alienated by the focus on a more ‘grown-up’ identity, potentially leading to negative feedback.

Moreover, the short-lived nature of this rebrand raises the question of whether the effort will yield lasting results. Without a sustained campaign aimed at keeping adults engaged beyond the period, the buzz may be temporary, offering a short-term spike in attention but not long-term loyalty. Logistically, LTOs and online-only availability require careful handling, from managing supply and daily restocks to ensuring timely shipping. Any issues, such as out-of-stock notices or delivery delays, could frustrate customers and tarnish their perception of the campaign. So, to avoid these pitfalls, Goldfish needs to clearly communicate the campaign’s playful, temporary nature.

The brand’s recent releases – including Old Bay Seasoned Crackers and Frank’s RedHot Crackers – were also created with more mature palates in mind. However, Goldfish hasn’t dropped its child-like stance altogether and is preparing to reintroduce Elf Maple Syrup Flavored Grahams to bring holiday cheer to all generations.

Campbell’s rebrand: A reflection of product evolution

Campbell’s recent shift to rename itself from The Campbell Soup Company to simply Campbell’s – as reported by Bakery&Snacks on 2 October – underlines a broader, long-term strategic change.

The name modification signifies the brand’s evolution from a soup-centric company to a diverse food conglomerate offering a wide range of snacks and meals, with brands like Pepperidge Farm, Snyder’s of Hanover and Kettle Chips.

CEO Mark Clouse highlighted the name change aims to reflect the “full breadth” of the company's portfolio and shift away from the singular association with soup, while still honouring a heritage that spans 155 years.

The implications of this rebrand are both symbolic and functional for the New Jersey-based company.

On the one hand, removing Soup from the name allows it to signal its adaptability and relevance to modern consumer demands, aligning with shifts toward more convenient, on-the-go food options rather than traditional canned goods. The shortened moniker reinforces its commitment to diversification and growth in other sectors of the food industry. This positions Campbell’s to attract investors and customers seeking innovation while leveraging its longstanding brand equity to signal reliability and quality.

What can we learn?

The strategic branding efforts of Campbell’s and its Goldfish brand offer critical insights for other producers, especially those with heritage brands.

First, the power of playful, temporary rebranding can engage new demographics while staying true to brand values. Campaigns like the Chilean Sea Bass cracker rebranding can also encourage experimentation with digital sales channels, helping brands test new approaches without the financial or logistical burdens of an extensive retail launch.

Moreover, the shift of Campbell Soup to a broader brand name emphasizes the importance of aligning brand identity with market positioning. For any B2B brand considering a similar move, the key takeaway is that rebranding should reflect not just current offerings but also future potential.

Retaining some level of heritage – as Campbell’s is doing with the continued red-and-white branding – offers consistency and familiarity to legacy consumers, while name adjustments signal growth and adaptability.

In essence, both rebranding efforts show that legacy companies can stay relevant by thoughtfully evolving with their audience while preserving the core identity that initially brought them success.

Chilean Sea Bass Crackers are available online for an RRP of $7.38 for 2 bags until 30 October or while supplies last.