TITLE

Charlie rejoins frenzied tuna wars

AUTHOR(S)
Pollack, Judann
PUB. DATE
May 1999
SOURCE
Advertising Age;5/31/1999, Vol. 70 Issue 23, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the reuse of the Charlie the Tuna character in Star-Kist Foods advertising. This is at least the second time the company has claimed a Charlie comeback. In 1995, the character appeared in test market advertising. Measured advertisement spending figures did not bear out any sustained campaign advertising, with or without the animated tuna character. In 1996, Star-Kist's outlay was $387, 000. The next year, it reached $1.3 million, followed by a 1998 high of $2.9 million. That is likely due to a price competition in the $1.3 billion canned tuna category.
ACCESSION #
1906852

 

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