The British Gas-owned Goldfish brand has extended its operations
beyond financial services for the first time, with the launch next year
of a range of printed guides to buying consumer durables.
The initiative, which is to be backed by a pounds 6.5m advertising and
direct mail campaign through TBWA Simons Palmer and DP&A early next
year, is the first step toward positioning Goldfish as a consumer
lifestyle brand operating in a range of markets.
It follows its successful launch as a credit card loyalty scheme last
year, offering money off gas bills, TV Licences and shopping at Boots
The Goldfish Guides will offer a similar service to the Consumer
Association’s Which? magazine, by offering independent advice on product
The guides will be available over the phone and via the Internet, and
cover 50 product categories including cars, computers, home
entertainment and motor bikes.
This article was first published on Marketing