The challenge was to launch Limited-Edition Jalapeno Popper Goldfish in an exciting way.

Objectives for the Jalapeno Popper Goldfish Limited Edition launch were to drive awareness for the product offering, boost sales of the limited edition flavor and increase penetration by attracting new buyers (especially Gen Z).

As a flavor, Jalapeno Poppers gave distinct 90s vibes, a decade they were found at any dive bar. Leaning into the 90s mystique, we collaborated with another 90s’ icon: JNCO Jeans. The oversized pants with notably big pockets, like many other relics of the 90s, had Gen Z intrigued and confused. We partnered with JNCO to create GoldfishxJNCO Pants, pre-stashed with bags of Jalapeno Popper Goldfish, and settle the debate around why their jeans had giant pockets: to hold Goldfish.

INSIGHT: From flavors to fashion, the 90s are back, and Gen Z has a lot of questions about it.

IDEA: Launch Jalapeño Popper Goldfish in the back pocket of JNCO jeans to settle once and for all what the pockets were made for. JNCO pockets happen to be the perfect size for bags of Jalapeño Popper Goldfish, so it’s easy to grab a handful of this 90s flavor.

Celebrate the launch of Goldfish’s Jalapeño Popper LTO by capitalizing on the intersection of 90s nostalgia and unexpected partner JNCO to drive national conversation.

Activate through targeting a variety of media spanning general consumer lifestyle/pop culture, entertainment, food, fashion, business and trade media using tailored pitch angles that appeal to each reporters’ beat and audience.

Offer exclusive product drops to embargoed & interested reporters, sending them a pair of the JNCO jeans and packs of Goldfish Jalapeño Popper to increase excitement around the launch.

Our collaboration with JNCO Pants to launch limited edition Jalapeno Poppers Goldfish was at the core of our content.

We executed through an earned media strategy around Fashion Week including:

- paid and organic social content on Instagram (video, static, GIF)

- shoppable Instagram stories

- TikTok

- PR campaign across various verticals (fashion, lifestyle, food)

- feature on JNCO homepage announcing the limited edition collection

The Limited Time Offer of Jalapeno Popper Goldfish created enormous demand and buzz for the Goldfish brand. While more than 555MM earned impressions also made a ton of noise for JNCO and the limited edition pants created for the launch, Jalapeno Popper Goldfish crackers sold out and were being sold at 3x the price on eBay, like a collectible. The launch outshined all other cracker launches of the quarter, coming in at #1. The crackers flew off shelves, with 71% of sales coming from customers new to the Goldfish brand, helping to reach new audiences and households. Goldfish generated awareness through both paid media and impressive earned placements in high profile places like The Cut and a fully organic shout out on James Corden. In addition to surpassing goals for the Goldfish brand, JNCO saw a +50% boost traffic increase to their website in the month following the launch.