Charlie's back but, if you can believe it, in a low-key way. A new "Think Tuna" campaign for StarKist brings the mascot back from yet-another exile, but he's playing second fiddle to the Flavor Fresh Pouch and flavor choices such as Hickory Smoked, Herb & Garlic and Sweet & Spicy Tuna, Elaine Wong reports. "Think Tuna" taps into two trends: Consumer need for inexpensive sources of protein, and the recent resurgence of center store shopping," says Joe Tuza, StarKist svp of marketing and research and development. The goal of the $9 million TV effort is to increase consumption …

The double whammy of consumers' discretionary spending tapping out and environmentalists sounding the drumbeat that bottling water in plastic containers is harmful and wasteful has resulted in sales falling for the first time in at least five years, Ylan Q. Mui reports. Beverage Marketing Corp. says Americans drank 8.7 billion gallons of bottled water last year, compared with 8.8 billion in 2007. Per capita consumption dropped from 29 gallons to 28.5. "It's an obvious way to cut back," says Joan Holleran, director of research for Mintel. "People might still be buying bottled water, but you can bet that …

Wal-Mart has learned that in the global marketplace, one size does not fit all, and it has been expanding internationally with one eye cocked on local tastes without losing the leverage that allows it to extract the best price from suppliers, Miguel Bustillo reports. It even changes its name, in some markets, to appeal to local consumers. In Brazil, for example, it puts the name Todo Dia on small discount stores catering to the emerging middle class. "This format is very close to the people," says Francisco Dias, store manager of a Todo Dia in the city of Carapicuiba on …

Fifty-nine percent of 511 top marketing executives polled recently are more upbeat about the economy than they were a quarter ago but -- and you knew that "but" was coming, didn't you? -- offline ad revenue is still expected to fall 8%. Then again, spending on social media efforts is expected to surge by more than 300% (but obviously from a very low baseline). "Overall, the study's outlook is positive," writes Elena Malykhina "particularly when it comes to turnover in CMO positions this year." The good news in this regard is the average tenure for top marketers remains unchanged …

The world's largest food and drink producer by sales is doing a lot better with animals than it is with humans lately, Goran Mijuk and Anita Greil report. Overall, first-half profit fell 2.7% for the Swiss owner of brands such as Nescafé and Perrier but sales at its pet care division posted organic growth of 9.1% and its profit margin rose by more than a percentage point to 15.7%. Purina and Friskies are among Nestlé's fastest-growing brands, with sales of each up by more than 6% in the first half. Nestlé CFO Jim Singh says the company is scaling back …

Kerri Martin, who attracted a lot of attention in the marketing departments at BMW Mini and Volkswagen, will be the CMO of Coda Automotive, which is planning to launch its first electric vehicle, the Coda sedan, next year. She will oversee its go-to-market and media strategies, a Coda spokeswoman says. Martin managed Harley-Davidson's branded-apparel program before moving to BMW Motorcycles in 1997. She was marketing-communications manager at BMW Mini from 2000 through early 2005, where she and Crispin, Porter & Bogusky shepherded the unique U.S. launch of the Mini, including the concept of "motoring." She then became director-brand innovation …