{"id":19621,"date":"2021-10-07T20:05:00","date_gmt":"2021-10-08T00:05:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19621"},"modified":"2026-09-15T20:07:54","modified_gmt":"2026-09-16T00:07:54","slug":"happy-60th-birthday-charlie-the-tuna","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/happy-60th-birthday-charlie-the-tuna\/19621\/","title":{"rendered":"Happy 60th Birthday, Charlie the Tuna!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Contributor<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pop the sparkling water and raise your glass: it\u2019s time to toast StarKist\u2019s beloved brand mascot. <a href=\"https:\/\/starkist.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Charlie the Tuna<\/a> is o-fish-ially 60-years young!<\/p>\n\n\n\n<h3 id=\"h-1961-starkist-s-hip-tuna-with-good-taste-debuts\" class=\"wp-block-heading\"><strong>1961: StarKist\u2019s Hip Tuna with Good Taste Debuts<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In 1958, StarKist hired ad agency Leo Burnett to <a href=\"https:\/\/starkist.com\/charlies-favorite-moments\" target=\"_blank\" rel=\"noreferrer noopener\">create new advertising<\/a> and a quality image for their brand. Leo himself conducted research and realized consumers preferred tuna that tastes good over a \u201cfishy\u201d taste. Armed with this information, Burnett copywriter Tom Rogers worked on developing a character called Charlie the Tuna.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"VINTAGE 1962 STARKIST TUNA COMMERCIAL - CHARLIE THE TUNA HAS A GIRLFRIEND\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/tvgEqlFIn2o?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Based on a beat-scene actor friend of Rogers\u2019, Charlie is an animated, hip tuna fish. He wears cool thick-rimmed glasses and a red beret.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/10\/StarKist_Co_Logo.jpeg\" alt=\"\" class=\"wp-image-13640\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Charlie\u2019s cultured personality is famous for its \u201cgood taste,\u201d but even with this much good taste the character has spent decades being rejected. Why? StarKist prefers tunas that taste good \u2014 not so much for tunas with good taste.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nevertheless, Charlie keeps rising above rejection and has endeared himself to countless fans around the world. Debuting in 1961, the campaign was an immediate hit with StarKist and audiences. Voice actor Hershel Bernardi provided Charlie with a hipster voice that melded a Brooklyn accent with Broadway class.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/10\/charliethroughtheyears2.jpg\" alt=\"\" class=\"wp-image-13641\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Over the decades, StarKist\u2019s commercial spots also coined two hit catchphrases in the pop culture lexicon: \u201cTell \u2018em Charlie sent ya\u201d and \u201cSorry Charlie.\u201d (The latter of which has its own holiday, <a href=\"https:\/\/popicon.life\/happy-sorry-charlie-day\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sorry Charlie Day<\/a>, celebrated on April 6th each year.)<\/p>\n\n\n\n<h3 id=\"h-charlie-s-fin-tastic-milestones\" class=\"wp-block-heading\"><strong>Charlie\u2019s Fin-Tastic Milestones<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The last 60 years have been full of major milestones for Charlie and StarKist. By 1984, StarKist had become the number one brand of tuna in the United States and received 90% consumer recognition. That same year marked the launch of StarKist\u2019s new Dolphin Safe tuna.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Star-Kist &amp;apos;Charlie The Tuna&amp;apos; Commercial (1976)\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/SkXCD0UaVEY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Charlie has also made many headlines as a brand mascot. In 1996, he helped ring the bell at the Wall Street Stock Exchange, swam down the red carpet at the 2003 TV Land Awards, and even ran for president in 2016 as an <a href=\"https:\/\/popicon.life\/fireside-chat-charlie-tuna-2016s-altunative-presidential-candidate\/\" target=\"_blank\" rel=\"noreferrer noopener\">alTUNAtive candidate<\/a>. In 2020, after 16 years of nominations, Charlie the Tuna was finally inducted into Advertising Week\u2019s <a href=\"https:\/\/popicon.life\/2020-madison-avenue-walk-of-fame-mascots\/\" target=\"_blank\" rel=\"noreferrer noopener\">2020 Madison Avenue Walk of Fame<\/a>.<\/p>\n\n\n\n<h3 id=\"h-celebrating-the-big-6-0\" class=\"wp-block-heading\"><strong>Celebrating the Big 6-0!<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter wp-image-13637 size-full\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/10\/CharlieandBuddyValastro.jpeg\" alt=\"\" class=\"wp-image-13637\"\/><figcaption class=\"wp-element-caption\">Charlie the Tuna and Buddy Valastro.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Celebrations for Charlie\u2019s birthday are in full swing! Now until October 10th, Charlie\u2019s #TeamCharlie friends and fans are welcome to fish him happy birthday on StarKist\u2019s <a href=\"https:\/\/www.facebook.com\/starkist\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook<\/a>, <a href=\"https:\/\/www.instagram.com\/starkistcharlie\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a>, and <a href=\"https:\/\/twitter.com\/StarKistCharlie\" target=\"_blank\" rel=\"noreferrer noopener\">Twitter<\/a> posts for a chance to win $6,000.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And what birthday is complete without a fintastic cake? Check out the cake designed by <em>Cake Boss<\/em> star Buddy Valastro! Charlie himself was presented with this four-tier ocean-themed masterpiece at Carlo\u2019s Bakery headquarters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;StarKist is proud to celebrate Charlie&#8217;s 60th birthday and he is truly an icon,&#8221; says Andrew Choe, StarKist President and CEO. &#8220;The fact that he appeals to audiences as much today as he did sixty years ago is really a testament to his timeless charm. We are proud to have him represent the StarKist business and look forward to seeing what Charlie has in store for us in the future.&#8221;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/10\/CharlieToasts.jpeg\" alt=\"\" class=\"wp-image-13638\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Happy birthday from all of us at Advertising Week, Charlie! May all your fishes come true!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pop the sparkling water and raise your glass: it\u2019s time to toast StarKist\u2019s beloved brand mascot. <\/p>\n","protected":false},"author":26,"featured_media":19622,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Happy 60th Birthday, Charlie the Tuna! | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/happy-60th-birthday-charlie-the-tuna\/19621\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Happy 60th Birthday, Charlie the Tuna!\" \/>\n<meta property=\"og:description\" content=\"Pop the sparkling water and raise your glass: it\u2019s time to toast StarKist\u2019s beloved brand mascot.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/happy-60th-birthday-charlie-the-tuna\/19621\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-08T00:05:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-16T00:07:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-15-at-5.07.11-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1860\" \/>\n\t<meta property=\"og:image:height\" content=\"1052\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"becky\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/happy-60th-birthday-charlie-the-tuna\\\/19621\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/happy-60th-birthday-charlie-the-tuna\\\/19621\\\/\"},\"author\":{\"name\":\"becky\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/691c982d02f2c27abe252eb0ce31e03b\"},\"headline\":\"Happy 60th Birthday, Charlie the Tuna!\",\"datePublished\":\"2021-10-08T00:05:00+00:00\",\"dateModified\":\"2026-09-16T00:07:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/happy-60th-birthday-charlie-the-tuna\\\/19621\\\/\"},\"wordCount\":539,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/happy-60th-birthday-charlie-the-tuna\\\/19621\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/09\\\/Screenshot-2026-09-15-at-5.07.11-PM.png\",\"keywords\":[\"PopIcon\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/happy-60th-birthday-charlie-the-tuna\\\/19621\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/happy-60th-birthday-charlie-the-tuna\\\/19621\\\/\",\"name\":\"Happy 60th Birthday, Charlie the Tuna! 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