Charlie The Tuna Candidate As America's Favorite Brand Icon ff

Charlie the Tuna, one of America's most beloved icons and StarKist(R) spokesfish, is the latest to be added to the election ticket - the election ticket for America's favorite icon that is. The contest is part of Advertising Week in New York City, a week of activities celebrating creativity and highlighting the contributions of advertising to our economy and popular culture

“Charlie the Tuna has been part of American culture for more than 40 years and is known in nine out of 10 households,” said Lisa Henriksen, vice president of marketing for StarKist. “He has all the qualities you look for in a candidate and favorite brand icon - he's honest, has a strong work ethic, strives for perfection, represents what America is looking for with his StarKist Flavor Fresh Pouch(R) and has a loveable sense of humor. We are proud that he is representing StarKist on the ticket.”

The overall contest has 26 nominated icons and slogans and there will be five winners from each category for a total of ten winners in the inaugural class. In future years, a lesser number will be added. Winners will be part of the inaugural class of inductees in the Madison Avenue Advertising Walk of Fame.

Charlie the Tuna
 
Charlie the Tuna swam into the hearts of StarKist fans in 1961, as the lovable fish that flops when it comes to getting the job of "StarKist" Tuna. Little did Charlie realize that despite his failure to get reeled in, he got his fins into the spotlight as the character forever to be associated with America's favorite brand of canned tuna. His career set sail with over 85 commercials; guest appearances and his blue mug plastered everywhere. For years, Charlie tried to prove he's a tuna with good taste, missing the subtle distinction that StarKist only wants tuna that tastes good. In his gallant, but misguided attempts to prove he has good taste, Charlie read Shakespeare, played basketball and hired a tutor, but StarKist would never reel him in. The reply was the same every time - "Sorry, Charlie." Like a G-Rated Rodney Dangerfield... the wise-cracking tuna just couldn't get any respect.

After a lot of deep-sea thinking, and some serious planning, Charlie gave it another go. In the early 90s, Charlie emerged from the Pacific Ocean slimmer and more energetic, with a winning smile instead of the old smirk. Famous in the old days for his nonsensical and flamboyant props, Charlie was seen kicking a soccer ball around, bicycling and in-line skating. The switch to a healthier lifestyle stemmed from his realization that tuna is a quick and healthy solution for today's active lifestyle. Now that's smarts, from a tuna that by now definitely knows StarKist's high standards. Charlie hoped the metamorphosis would really wow StarKist into finally believing he was a “tuna with a taste for the times.”

In 1999, Charlie really pulled out all the stops. He got off his tail and returned to national television advertising to promote StarKist's new and improved solid white albacore.

Charlie had been off the air for ten years but his return generated great consumer and media excitement. The new ad confirmed to all that Charlie is still America's favorite spokesfish.

Charlie stepped back into the spotlight in 2000 as he announced the biggest wave of innovation in tuna history: StarKist tuna in a pouch. Featuring three varieties of fresher-tasting tuna in easy-open vacuum-sealed foil pouches, the new packaging offers added convenience with no messy draining.

Charlie is currently featured in StarKist's most recent television spot for Tuna Creations, the first marinated tuna in a pouch introduced in the United States. The spot features expert chefs from the Culinary Institute of New Orleans using Tuna Creations in delicious recipes.

Charlie and the StarKist brand have also been active in the "Tuna for Soldiers" program that has resulted in more than 1,000 cases of tuna donated to soldiers overseas, including those in Iraq and Afghanistan. In addition, Charlie and StarKist also support the "Adopt a Platoon" program.

Del Monte Foods is one of the country's largest and producers, distributors and marketers of premium quality, branded and private label food and pet products for the U.S. retail market, generating over $3 billion in pro forma net sales in fiscal 2003. With a powerful portfolio of brands including Del Monte(R), Contadina(R), StarKist(R), S&W(R) and others.