To get a generation of adults to consider Goldfish, we aired the 20-year-old Goldfish jingle they grew up with during the 2022 GRAMMYs. We invited them to write their own lyrics on Twitter and help make our jingle the biggest song of the night — during the biggest night in music.
We aired a series of 15-second karaoke-style commercials during the GRAMMYs showcasing how fun and easy it is to rewrite the lyrics of our jingle.We then prompted people to write their own lyrics on Twitter. On Tik Tok, we uploaded an instrumental version of our jingle so people could sing their own lyrics and duet us.
Trending #6 over GRAMMYs host Trevor Noah and performers Lil Nas X, Lady Gaga, and Doja Cat.
One of the three commercials that were aired.