Goldfish crackers are
getting a spirited, all-inclusive makeover just in time for LGBT Pride
month.
The iconic Pepperidge Farm brand unveiled
a revamped logo, featuring multicolored fish in a nod to the rainbow flag, in a June 2 Adweek article. The new logo, which will appear on
select Goldfish Colors variety packages in stores across the country, includes
the tagline: “Smiles For All Families.”
Goldfish’s
support for the LGBT community extends beyond packaging. The brand will also
sponsor Pride parades in five U.S. cities — New York, Philadelphia, Cincinnati,
Minneapolis/St. Paul and Norwalk, Connecticut — along with movie nights and
other activities in each location. Meanwhile, officials are also launching a
social media effort, asking consumers to share images of their families on
Facebook, Twitter and Instagram with the hashtag #ForAllFamilies.
In an email,
Pepperidge Farm Chief Marketing Officer Chris Foley told The Huffington Post
that the move was more than just a business decision. He also hopes the message
of Goldfish’s new effort resounds beyond the last Sunday in June.
“For nearly 20
years, Goldfish has been ‘the snack that smiles back,’ and in 2016 and moving
forward, we want to underscore that Goldfish brings smiles to all families,”
he said.
Foley also
noted that the effort was “at the heart of who we are,” and, in fact,
Pepperidge Farm and its parent company, Campbell’s Soup, have been outspoken supporters of the LGBT community for some
time. Last year, Campbell’s put the spotlight on two
gay dads and their 3-year-old son, along with many other families, in their
“Made for Real, Real Life” ad campaign.
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