The archive · Advertising · Marketing decision · 2022
Goldfish's fan-made jingle challenge trends #6 worldwide on Grammy night
During the Grammys Goldfish asked fans to sing and rap their own jingle; #GoldfishJingle took over TikTok and trended #6 worldwide.
Goldfish
What it had to solve
While viewers tuned in to see music's biggest acts perform on the night of the Grammy Awards, Goldfish set out to take over social conversation with its jingle. The provocation: create your own version of the Goldfish Jingle and share it with the world.
How it works
The Goldfish Jingle is the snack brand's singable theme tune, and on the night of the Grammy Awards Goldfish decided the jingle itself should take over the conversation. While viewers tuned in to watch music's biggest acts, the brand used the broadcast and live tweeting to push a social-first provocation: make your own version of the Goldfish Jingle and share it.
The execution handed people a ready-made format. On TikTok, where sound is the point, users could sing, rap and riff their own takes on the catchy tune, and the hashtag #GoldfishJingle became an unmissable moment that took on a life of its own.
By the end of the night the jingle had trended #6 worldwide and the hashtag was still spreading. The campaign is preserved in the D&AD Awards Archive as a documented example of a brand making its own sound the centre of a cultural event.
Why it lands
- A challenge format turns passive viewers into performers, and each performance is new content the brand did not have to buy.
- The Grammy broadcast gave the jingle an audience already primed for music, while live tweeting kept the moment building through the night.
- TikTok's sound-on format was the natural home: the jingle itself became the meme that people sang and rapped over.
- Asking for 'your own version' replaced broadcasting at people with inviting them into the brand's world.
What it did
The jingle took over social conversation on the night of the Grammy Awards and trended #6 worldwide, as the hashtag became an unmissable moment that kept spreading across TikTok.
What you can take
You do not need a bigger media budget to own a big cultural moment: give the audience a piece of music they want to remake and let the platform carry it.
Since then
The #GoldfishJingle moment showed how a small, catchy asset could compete with music's biggest night. The campaign was later collected into the D&AD Awards Archive, where it documents a brand using its own sound as social content rather than paid spectacle.
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