Can it be true? Might Addison really be axing the goldfish? Word on the street is that our finned friend is to get the chop as a result of the consultancy’s identity review.
Addison’s Simon Lake says no decisions have yet been made on the marque, nor can he confirm the carp’s future.
It was only a couple of years ago that Addison’s Steve Smith was fighting tooth and nail for the fish after British Gas launched its Goldfish credit card, courtesy of Wolff Olins.
Michael Wolff, credited with coming up with the idea of the goldfish as a marque, says he would rather like the symbol back, if Addison’s had enough of it. ‘I would use it just for fun,’ he says.
But in the meantime, what could Addison replace that infamous fish with?