• Brandweek, Friday, August 14, 2009 10:30 AM

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 of pouched tuna, which is currently 10% of U.S. households. Consumers who eat tuna on-the-go -- think gym rats -- prefer the pouch while those who incorporate it into meals generally stick with the more traditional cans.

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