January 13th, 2012
In New Ads, Stirring Memories of Commercials Past
By Stuart Elliott
The New York Times
AFTER decades of listening to a talking tuna, consumers are talking back.
A campaign for StarKist tuna reworks the brand’s longtime “Sorry Charlie” theme — which StarKist began using to sell canned tuna in 1961 — to depict people saying, “Thanks Charlie” for newer products like tuna in pouches.
The StarKist campaign is part of a trend on Madison Avenue that might be called comfort marketing, which is becoming more popular as the economy sputters. Advertisers are bringing back vintage characters, themes and jingles in hopes that evoking fond memories of the past may help shoppers feel better about buying products now.
Read more: http://nyti.ms/zPWVLk