Marketers have sought to claim exclusive connections to colors, fonts and celebrity endorsers. Now StarKist wants to own a facial expression.
A campaign breaking this week from MMB in Boston shows consumers puckering their lips in a StarKist fish-kiss face, similar to when two fishes come together for a smooch. The effort, themed Have you been StarKist?, is part of the Dongwon Group-owned brands strategy to make consumers associate it with seafood, not just canned tuna.
One TV spot breaking this week shows a father, daughter, older man and child making their best fish-kiss face. You see it everywhere. On the faces of friends, family and complete strangers. A look that says youve been StarKist, the voiceover says. The spot then zooms in on different recipes made using StarKist tuna (burgers and tacos, for instance).
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