{"id":8199,"date":"2025-04-08T09:57:58","date_gmt":"2025-04-08T13:57:58","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/08\/starkist-reintroduces-sorry-charlie-catchphrase-with-a-twist\/"},"modified":"2025-04-08T09:57:58","modified_gmt":"2025-04-08T13:57:58","slug":"starkist-reintroduces-sorry-charlie-catchphrase-with-a-twist","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/starkist-reintroduces-sorry-charlie-catchphrase-with-a-twist\/8199\/","title":{"rendered":"StarKist Reintroduces \u201cSorry Charlie\u201d Catchphrase With a Twist"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">How familiar are you with StarKist\u2019s iconic \u201cSorry Charlie\u201d catchphrase? Or the hippest tuna mascot under the sea, Charlie the Tuna?<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/04\/StarKist__The_First_Name_in_Tuna_campaign-scaled.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Coinciding with <a href=\"https:\/\/popicon.life\/sorry-charlie-day\/\" target=\"_blank\" rel=\"noopener\">National Sorry Charlie Day<\/a> on April, StarKist has announced a new campaign \u201cStarKist \u2014 The First Name in Tuna\u201d developed in partnership with quench, StarKist\u2019s creative agency. The campaign brings back its famous \u201cSorry Charlie\u201d catchphrase in advertising to the next generation of tuna fish enthusiasts.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Origin of &ldquo;Sorry Charlie&rdquo;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">What does \u201cSorry Charlie\u201d mean anyway? The origins of the memorable slogan go all the way back to when Charlie the Tuna was conceptualized at Leo Burnett. Tom Rogers, a copywriter at Leo Burnett, is credited with creating Charlie the Tuna, an animated beatnik tuna inspired by a friend of Rogers\u2019.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Commercial   Starkist Tuna 1960&amp;apos;s\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/1UM3JpcBHzY?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>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Clad in a red beret and thick-rimmed glasses, Charlie was a tuna who believed his hip and cultured aesthetic was in such \u201cgood taste\u201d that it was perfect for StarKist. The tuna brand good-naturedly rejected him time and time again, often via a note that read \u201cSorry Charlie.\u201d As the narrator and voiceover actor Danny Dark explained, \u201cStarKist doesn\u2019t want tunas with good taste. They want tunas that taste good.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Defeated though Charlie might have been in early commercials, nobody would dare say \u201cSorry Charlie\u201d to this tuna on dry land. StarKist\u2019s mascot and slogan have been extremely popular with consumers for decades and iconic in the advertising industry.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Sneak Peek at &ldquo;The First Name in Tuna&rdquo; Campaign<\/strong><\/h2>\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1370\" height=\"1168\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/StarKist_Charlie_the_Tuna.jpg\" alt=\"\" class=\"wp-image-8201\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/StarKist_Charlie_the_Tuna.jpg 1370w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/StarKist_Charlie_the_Tuna-300x256.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/StarKist_Charlie_the_Tuna-1024x873.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/StarKist_Charlie_the_Tuna-768x655.jpg 768w\" sizes=\"auto, (max-width: 1370px) 100vw, 1370px\" \/><figcaption class=\"wp-element-caption\">We love everything happening in this image, which StarKist has described as &#8220;a playful take on AI meal assistants.&#8221;<\/figcaption><\/figure>\n\n<p class=\"wp-block-paragraph\">According to Michael Merritt Jr., Head of Marketing at StarKist, Charlie the Tuna\u2019s return in The First Name in Tuna campaign will be playful and slightly more hands-on than brand mascots typically are in their line of work.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some of the first commercials in the campaign show Charlie pitching new ideas to StarKist executives in the hopes these ideas reel in connections with today\u2019s consumers.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"StarKist Perfect Catch\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/W5Fims_1eMk?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>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">And try as Charlie might to sell the \u201cone true tuna flavor\u201d in \u201cThe Perfect Catch,\u201d StarKist executives remind him they have over 20 delicious flavors so there\u2019s no need to commit to just one. The best response to let Charlie down easy? \u201cSorry Charlie.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Charlie plans to remain undeterred during this campaign and hip to the 2025 tech landscape. StarKist\u2019s upcoming ads in \u201cThe First Name in Tuna\u201d campaign coming in April and May will feature two more of Charlie\u2019s forward-thinking ideas including a drone delivery service and a virtual tuna assistant.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/04\/starkist_charlie_the_tuna_drone.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Here at PopIcon, we\u2019ve only seen the drone delivery service commercial and enjoy the nod to the drone stylized to look just like Charlie. That\u2019s quite an outstanding idea and design for a brand mascot to pitch, if you think about it!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Charlie the Tuna is one of the most recognizable brand mascots in history so bringing him back in a fresh way was an exciting challenge,&#8221; said Peter Harris, Executive Creative Director at quench.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;With The First Name in Tuna campaign, we wanted to blend humor, nostalgia, and contemporary storytelling to reintroduce Charlie to a new generation while staying true to the brand&#8217;s legacy. The result is a campaign that&#8217;s both entertaining and a testament to StarKist&#8217;s commitment to quality and innovation.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>Image Credits: StarKist<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How familiar are you with StarKist\u2019s iconic \u201cSorry Charlie\u201d catchphrase? Or the hippest tuna mascot under the sea, Charlie the Tuna?<\/p>\n","protected":false},"author":7,"featured_media":8200,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-8199","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 v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>StarKist Reintroduces \u201cSorry Charlie\u201d Catchphrase With a Twist | 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\/starkist-reintroduces-sorry-charlie-catchphrase-with-a-twist\/8199\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"StarKist Reintroduces \u201cSorry Charlie\u201d Catchphrase With a Twist\" \/>\n<meta property=\"og:description\" content=\"How familiar are you with StarKist\u2019s iconic \u201cSorry Charlie\u201d catchphrase? 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