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Library/Campaign/Goldfish: Chilean Sea Bass
Grade B20 sourcesHIS-00364

Goldfish: Chilean Sea Bass

Campaign · 2024 · Notable

53Editable slideCertificate

Goldfish’s temporary rename sold online in $7.38 pairs and drew daily stockout coverage.

Original · @goldfishsmiles
Clip · Goldfish Smiles on YouTube
The official Goldfish® brand on Instagram: "They look like Goldfish. They taste like Goldfish. But they’re called Chilean Sea Bass. Which is WAY more grown up. Shop now at the link in bio."
The official Goldfish® brand on Instagram
The Chilean Sea Bass cheddar bag on a serving tray, from Mischief creative director Ross Fletcher’s portfolio.
Goldfish / Mischief @ No Fixed Address
Goldfish is changing its name for a little while — here’s why
NBC / TODAY
Zeno Group Wins Multiple Honors at the 2026 North American SABRE Awards
Zeno Group
The once humble Goldfish cracker is now calling itself Chilean Sea Bass.
Fortune
#creativity #ideas #pr #marketing | Mischief @ No Fixed Address
Mischief @ No Fixed Address / LinkedIn
Introducing Chilean Sea Bass: New adult-sounding name. Same Goldfish taste.
Goldfish Smiles on YouTube
Goldfish Crackers Wants to Hook Millennial Snackers With New 'Chilean Sea Bass Crackers'
Entrepreneur
Goldfish tries on a new name: Chilean Sea Bass
The Philadelphia Inquirer
Campbell’s angles for adults with Chilean Sea Bass
Food Business News
Goldfish Is Changing Its Name to Chilean Sea Bass—Here’s Why
E! News

Spread Score

How it works
Reach73Contagion35Breadth50Velocity69Longevity2353

Numbers

Agency claim: earned-media impressions, later total
14.5B
As of Oct 13, 2026 · Self-reported · Mischief @ No Fixed Address / LinkedIn
Peak date
Week of Oct 23, 2024
Oct 23 ’24 to Week of Oct 23, 2024
Platforms
5
Started on Instagram
Origin
Mixed
Food & beverage

Mechanics

  • Scarcity dropPrimary
  • Daily ritual
  • Platform jump
  • Sell-out loop
  • Press loop

How it spread

Trace the origin

Goldfish renamed its crackers Chilean Sea Bass in a launch reel and sold special bags online. Paid media and a creator partnership supported the stunt. CNN covered it, stockouts became headlines, and Reddit users made snack-name parodies.

Dates use the stated precision; chart positions are date anchors.

Google searchesSep ’24OctNovDecJan ’25MarMayJulOctFeb ’26MayJunPeakInstagramPressTVOpen webReddit
InstagramPressTVOpen webReddit

13 more events on this chart

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Timeline (16)

  1. October 2024

    @goldfishsmiles seed · Oct 23 ’24

    Goldfish posted a reel renaming its cheddar crackers Chilean Sea Bass.[1][2]

    The official Goldfish® brand on Instagram: "They look like Goldfish. They taste like Goldfish. But they’re called Chilean Sea Bass. Which is WAY more grown up. Shop now at the link in bio."
    Open the first post ↗

  2. Entrepreneur press · Oct 23 ’24

    Entrepreneur covered the rename and the online offer for adults.[2]

    Goldfish Crackers Wants to Hook Millennial Snackers With New 'Chilean Sea Bass Crackers'

  3. CNN News Central platform jump · Oct 23 ’24

    CNN News Central discussed the temporary rename on its afternoon broadcast.[3]

Origin
Mixed
Sector
Food & beverage
Region
US
Agency claim: earned-media impressions, later total
14.5B
As of Oct 13, 2026 · Self-reported · Mischief @ No Fixed Address / LinkedIn
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesSep ’24OctNovDecJan ’25MarMayJulOctFeb ’26MayJunPeakInstagramPressTVOpen webReddit
InstagramPressTVOpen webReddit

13 more events on this chart

Join free to see them

  1. October 2024

    @goldfishsmiles seed · Oct 23 ’24

    Goldfish posted a reel renaming its cheddar crackers Chilean Sea Bass.[1][2]

    The official Goldfish® brand on Instagram: "They look like Goldfish. They taste like Goldfish. But they’re called Chilean Sea Bass. Which is WAY more grown up. Shop now at the link in bio."
    Open the first post ↗

  2. Entrepreneur press · Oct 23 ’24

    Entrepreneur covered the rename and the online offer for adults.[2]

    Goldfish Crackers Wants to Hook Millennial Snackers With New 'Chilean Sea Bass Crackers'

  3. CNN News Central platform jump · Oct 23 ’24

    CNN News Central discussed the temporary rename on its afternoon broadcast.[3]

  1. commercial · Oct 23 ’24

  2. peak · Week of Oct 23, 2024

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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