COOL CRACKERS FOR KIDS

We restored the relevance of a US kids' cracker brand by moving it into the digital arena.




The challenge
Goldfish is a long-established US cracker brand for kids. After years of TV-centric advertising, the brand was losing its appeal among 8-12 year-olds, who associated it whit a younger age group. Brand-owner Campbell's asked us to find a way to re-engage this audience and restore the brand's "cool factor".
Our insight

Once kids reach age eight and beyond, they begin to look to the digital space rather than TV as their main source of entertainment.

Our solution

Our idea was to create an online space where 8-12 year-olds could play safely whit their friends and engage whit the brand. In partnership whit Nickelodeon, we developed the Goldfish Zone, an online property within Nickelodeon's digital environment.

Inhabited by the Goldfish characters, the zone offered kids a socially dynamic interactive virtual world that leveraged Nickelodeon's popularity. The program included five interactive rooms that kids could move between, each whit a unique activity theme in keeping whit the Goldfish characters' attributes and storyline. Through the chat function, kids could play alongside others, connecting whit "virtual" friends in the safety of the Goldfish Zone.

Alongside our digital activity, we also development a high-impact print campaign in Nickelodeon magazine to increase awareness and drive traffic.

The Results
* 2:1 sales payback

* 7% increase in new purchasers, 8% rise in purchase intent

* average of 5:36 minutes spent per game per week