Goldfish Encouraged Fans to Hijack Its Iconic Jingle During the 2022 Grammys

And the stunt trended worldwide

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

How do you make an impression on a night that’s all about music? By placing your incredibly catchy jingle front and center, naturally.

For the 2022 Grammys, snack brand Goldfish eschewed splashy visuals for a simple sing-a-long dedicated to its jingle, “The Snack That Smiles Back.” But while the succinct, six-syllable tune doesn’t exactly lend itself to a ton of fun in-home warbling, the brand took a slightly different approach to the celebration by pointing out how the tune lends itself to riffs and rewrites.

Titled

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in