Be Like Goldfish

Goldfish bring so many smiles to kids that some adults see them as only a childhood snack.

To grow consumption, Goldfish needed to find an ownable role in the lives of America’s adults without alienating our family consumers.

Contrary to popular belief, adults aren’t perfect. We all make small, insignificant slip-ups every day which we then overthink throughout the day.

But, famously, goldfish don’t dwell. They have short memories and smile on.

And when you’re an adult eating Goldfish, their small comforting smile snaps you out of dwelling and straight back to smiling.

Tell the world to "Be Like Goldfish."

To not overthink life’s insignificant ups and downs, and simply smile on.

"Be Like Goldfish" is more than a platform—it's an attitude we believe people of all ages need more of.