This month it's about two spokesfish from the early '60s.
Compare Charlie with Pepperidge Farms' sunglasses-wearing Goldfish icon, created by Everett Gager around 1962 to promote the crackers of the same name. Which came first? Dunno, but snacks created in Goldfish's image have been selling each year to the tune of $2,000,000.
Here is an excerpt from a "tune" they used in a recent ad campaign:
"Here's our jingle
We wrote a song
"The wholesome snack
The Goldfish's website expresses a lighter kind of insouciance, but is worth checking out. http://www.pfgoldfish.com
that smiles back
Until you bite their
heads off . . ."
Charlie the Tuna
Charlie the Tuna has appeared in 85 commercials and guest appearances for StarKist since his creation in 1961 by the Leo Burnett advertising agency. In the early '90s, Charlie was given a "makeover," becoming a slightly slimmer, more modern Charlie.
In ads, Charlie's always trying to learn good taste. But the answer is always "Sorry, Charlie. StarKist wants tuna that tastes good, not tuna with good taste."
The original Charlie was a cool New York hustler who was always looking to get taken by StarKist as a shortcut to gaining status. His motto was "the shortest distance between two points is an angle."
1963 Heinz acquires StarKist and "Charlie the Tuna" becomes a national media star.