The project, developed with the Goldfish team and VMLY&R first teased fans with a new mystery flavor after Goldfish learned “Hot” is the #1 most requested option. The brand has received more than 35,000 direct messages requesting that flavor.
The AR activation grants 250 people an invitation to receive this new variety before the formal launch. Participants go to @GoldfishSmiles Instagram story to unlock and use the custom ARfilter. To enter the contest, they tag @GoldfishSmiles in their story, add #Sweepstakes, and post. The work is one of the first campaigns to use the new target tracking Instagram feature, where the filter can recognize not only faces but also objects, in this case, a Goldfish bag.
The campaign targets an older audience for the brand. While Goldfish is known as a kids’ brand, a big slice of the audience is made out of adults that grew up eating Goldfish, so this challenge aims to create a campaign that is still playful, fun and true to the brand, but that relates to a more adult audience.