Desired Outcome

StarKist sought expertise in developing a unique and exciting communication method that would ensure the successful introduction of their new product, "Tuna in a Pouch". StarKist needed for the product launch to be seen by millions, engaged by several major talk and news networks while enticing and exciting viewers about their new product. They wanted to inspire consumers to purchase Tuna in a Pouch. StarKist also wanted to relaunch one of its most appreciated and recognizable mascots, Charlie the Tuna, and once again have him swim into mainstream culture.

Actions and Tactics

"Charlie introduces Tuna in a Pouch"

Interactive Personalities went to work with images of Charlie the Tuna from ad campaigns of th 1950's and 1960's swimming around in our minds. We needed Charlie to rekindle the warmth felt by public and bring that energy and dedication to Tuna in a Pouch.

To electrify the audience with a strong interactive intrigue, Interactive Personalities developed a concept that created a live animated version of Charlie who would interact and speak with interviewers and guests Starkist's the new product. Interactive Personalities masterfully created a three dimensional clay model. From this fantastic model, an AniMate was born. Animation experts were then able to personalize the movements and and expressions to bring back the remembered Charlie. An artistically rendered background of "Charlie under the sea" was also spectacularly created for Charlie.

In conjunction with Aurritt Communications, Charlie was interviewed by eight major television network programs. Special live animation equipment was shipped to each site to ensure the capture of all the intricate movements of the character. A puppeteer stepped into the animation suit, and Charlie the Tuna came to life.

Outcomes Fulfilled

You may have caught Charlie's appearances on Good Morning America or speaking with Jonathan Lipniki from Jerry Maguire. Charlie intrigued interviewers and audiences alike as he travelled the airwaves. Starkist was so pleased with the outcomes of this event and their newly animated spokefish that they engaged Interactive Personalities to develop unique venues where Charlie could make his "live appearences."