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Marketers have sought to claim exclusive connections to colors, fonts and celebrity endorsers. Now StarKist wants to “own” a facial expression.
A campaign breaking this week from MMB in Boston shows consumers puckering their lips in a “StarKist” fish-kiss face, similar to when two fishes come together for a smooch. The effort, themed “Have you been StarKist?,” is part of the Dongwon Group-owned brand’s strategy to make consumers associate it with seafood, not just canned tuna.
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