Goldfish crackers are synonymous with hungry kids, but the company is betting that a sophisticated name change could expand that audience. The Pepperidge Farm snack brand is tweaking its name for a limited time to "Chilean Sea Bass," a more grown-up title, the Campbell's Company announced Wednesday. It's part of a strategy to attract adults and reestablish its relevance amid a broader decline in snacking following a pandemic peak. Despite rebranding as a popular seafood menu item, the recipe and appearance of the snack aren't changing. Goldfish explained in a press release that the "much more adult" name is to "reinforce that Goldfish crackers are not just for kids," pointing to the growth of trends popularized by Gen Z and Millennials on TikTok such as making "girl dinners."
Is this a new marketing failure, similar to The New Coke?
New Coke
en.wikipedia.org
... New Coke was the unofficial name of a reformulation of the soft drink Coca-Cola, introduced by the Coca-Cola Company in April 1985. It was renamed Coke II in 1990,[1] and discontinued in July 2002.
By 1985, Coca-Cola had been losing market share to diet soft drinks and non-cola beverages for several years. Blind taste tests suggested that consumers preferred the sweeter taste of the competing product Pepsi-Cola, and so the Coca-Cola recipe was reformulated.
The American public reacted negatively, and New Coke was considered a major failure. ...
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