In this article
- Goldfish crackers have always been small and for kids, but now the company is offering adults Mega Bites.
- Brands that keep a close tab on their audience segments can identify the right time to expand the target audience
- Focusing on new segments will be key to optimizing data collection, segmentation, and personalization
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Goldfish calls its new products, “a bigger, bolder, cheesier ‘reboot’ of the classic Goldfish that kids of all ages have enjoyed for nearly 60 years.” The company explained that this offering is meant to meet consumer expectations as it notes that adults now eat 40% of the Goldfish crackers sold.
Mega Bites are available in two flavors: Sharp Cheddar and Cheddar Jalapeño. That is meant to appeal to adults who want “a mega indulgent snacking experience with robust flavors and a crispy, flaky texture.”
“This is the first time Goldfish has created a snacking experience specifically with ‘Grown Up’ tastes in mind,” said Janda Lukin, Chief Marketing Officer of Campbell Snacks. “We’re at the start of a new chapter for the brand and are expanding our offerings and appeal to all age groups—in the college dorm, snacking at your desk, wherever that is these days—while remaining a snack for all families.”
This is very smart, date-driven planning. Instead of just stirring up attention with a limited edition item that stirs up FOMO, the product created to meet an already established market is offered as a permanent part of the cracker lineup.
What *should* happen next
Brands don’t just up and bust their target audience wide open. The end result we’re seeing from Goldfish is most likely the result of months’ worth of data collection, trends identification within existing customers, following the changing behaviors, and realizing what it means.
One thing is certain: GoldFish has the right CRM Marketing tools that allow them to segment their existing audience, understand what campaign results mean and what the underlying trend is.
For Goldfish, the next step *should* be extensive omnichannel reach out to these new segments. That would help them get to know their more mature consumers, optimize and orchestrate campaigns and ultimately get them to buy again. Otherwise, they’d just be leaving mega-size money on the table.