Accompanying this monumental rebrand is a social media campaign to spark change while let the world show off their beautiful smiles. Spare A Smile is an Instagram campaign featuring three different filters encouraging Goldfish fans to take a selfie and promote positivity and share their smiles on their own feeds. For every use of the filter, Goldfish would donate to school meal programs to support students and families affected by the Covid-19 pandemic.
Modern Re-Telling of the "Snack That Smiles Back" for a contemporary, conscientious, on-the-go, 2021 audience. The brand language and advertisement campaign speaks to the current state of everyday life; bringing positivity and humanity to a brand that has been alongside families for generations. This conceptual rebranding is an updated effort to reflect the modern family: their values, their lifestyles - honing in on what makes Goldfish, Goldfish, while putting on a fresh smile to revitalize the brand story.