Goldfish offers shopping guides

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

and Asda.

The Goldfish Guides will offer a similar service to the Consumer

Association’s Which? magazine, by offering independent advice on product

purchases.

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