Goldfish is winning over Gen Z and Millennial snackers on TikTok.The “snack that smiles back” has long been considered a kid-centric brand, but as of late they’re going for a larger—and older—audience. While the pandemic definitely spiked Gen Z and Millennials’ snacking habits, these generations have always loved snacking and the brand notes, “Nearly 50% of Goldfish consumption happens with adults.” To reach these generations, Goldfish has gone to TikTok for its #GoForTheHandful challenge campaign featuring NBA stars holding a “massive” amount of goldfish in one hand, which racked up 9 billion views in a few weeks. (YPulse’s Social Media Deep Dive trend report found that viral challenges sponsored by brands are one of the top types of advertising that TikTok users prefer to see on the platform.) The brand is also putting a twist on their classic cracker via a limited edition Frank’s RedHot Sauce flavor they’re promoting with an Instagram AR filter. (AdAge)
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