Being honest, probably not much, but the amount isn’t zero. I guess I’m just not seeing how creating any kind of brand confusion helps an established brand like goldfish when people will just forget about this kind of thing almost immediately.

Shorter version, you’re right that it isn’t a large expenditure, but god, it’s so dumb.

It’s the same as when IHOP renamed themselves the International House of Burgers to promote their stupid burger menu then immediately changed back.

I’d love to know how much stunts like this actually convince anyone to consciously or unconsciously purchase more of whatever the marketing team is being paid to promote (I’m guessing nowhere near enough to cover their salaries and the stunt itself).