Something’s Fishy Here

One could easily argue that Goldfish is the Disney of snack crackers.

Starting from a single idea, the company has widely diversified, established itself as an industry leader, expanded into larger markets around the globe, spanned generations, segmented into other areas and created the world’s most recognizable cracker – which serves as the company’s official mascot.

The Goldfish cracker is simple, tiny and lovable – not to mention tasty, which is more than you can say for Disney’s official mascot. It’s the perfect go-to snack for youth sports everywhere, solidly paired with its thirst-quenching counterpart, the juice box.

The Goldfish cracker has had different shapes, colors, flavors, branded tie-ins and spinoffs. As consumers, we eat them for snacks, at meals and as desserts.

(Now, if they could only figure out a breakfast-style cracker.)

Quite simply, there is nothing the Goldfish cracker can’t do.

Except champion equality.

Its latest ad disregards fathers – an unfortunate tactic from a company with a decent track record.

Just two years ago we thanked Goldfish for its inclusive message right on the package. Today, its latest magazine ad tosses dads back into the water for no apparent reason.

Words matter – something Goldfish, Pepperidge Farm and its creative team apparently has yet to learn. It had better change its ways soon before mainstream media, social media and society’s disapproving stare reminds them that stereotypes are wrong.

Everyone’s watching.

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