All About Charlie®
Hey, it's a status thing.
Born in a Chicago ad agency, I've been lending a fin to the good folks at StarKist® as their official spokes-fish for 50+ years. Check out how I swam from ocean depths into American's hearts.
Launch of Chicken Creations™
Tear. Eat. Chicken?! You got that right! Fans couldn’t get enough of our ready-to-eat no-drain Tuna Creations™ pouches which got us thinking: why not try ‘em with chicken?
Charlie® Welcomes Candace Cameron Bure to the StarKist® Family
I made a new friend this year, and I liked her so much that I asked her to join the family! Introducing Candace Cameron Bure: successful wife, mom, actress, author and queen of multi-tasking. Candace fuels her on-the-go lifestyle with StarKist Creations® pouches – just tear, eat and go!
Charlie® Goes to the Big Apple Lights, Camera, Action!
It’s been a big year! I was nominated for Advertising Week’s 2017 Madison Walk of Fame alongside some of the most legendary mascots in the business. Like fine wine, I keep getting better with age.
More in 2017
StarKist® Celebrates 100 Years
StarKist celebrated 100 years as America’s most trusted seafood brand! Here’s to another 100 years of innovation in the portable protein industry and beyond!
Back to the Small Screen
I’ve got plenty of heart, but StarKist® wants tuna that’s good for your heart not with heart. So it’s another ‘Sorry Charlie®!’ for me but plenty of great tasting Tuna Creations® and Salmon Creations® for you.
Museum of Broadcast Communications
I’ve been working for years to earn respect. And I finally got it when I joined my friends the Jolly Green Giant®, Morris the Cat and Ronald McDonald® in being honored with a special exhibit called “Salute to Advertising’s Greatest Icons” at the Museum of Broadcast Communications. The good folks at StarKist® even shared a bunch of my memorabilia that is currently on display at the museum.
The Big 5-0 and I swear I haven’t aged a day. What can I say? Tuna is one healthy fish.
Happy Birthday Charlie®
Take a swim down memory lane with this video highlighting my first 50 years with StarKist®.
In the Bright Lights!
StarKist® Headquarters on Pittsburgh's Northside unveiled a giant lighted sign featuring me! Bright idea StarKist®!
Walk of Fame
I battled fin-to-fin with other iconic mascots when I was named part of the Advertising Week Walk of Fame on Madison Avenue in New York City.
Swimming the Red Carpet
Ready for my close up! I swam down the red carpet at the first annual TV Land Awards®.
Rebel Without a Cause
Actress Maila Nurmi, best known as 50’s television hostess Vampira, claims that actor James Dean created the original sketch of me on a napkin at Googie’s on Sunset Strip! Her claim is just one of the many mythical legends surrounding my rise to fame!
Charlie's® Back in the Spotlight
After a brief hiatus, I swam back to TV better and fitter than ever to introduce StarKist’s® innovative flavor fresh pouch®.
Where are my fin-tip shoes?
I grabbed my power suit, power tie and laced up my finest fin-tip shoes when I rang the bell on the Wall Street Stock Exchange.
In test markets I was introduced to a new love interest - Premia. She helped launch StarKist's® premium Chunk Light Tuna. After a brief relationship we swam our separate ways. But don't you worry! There are plenty of fish in the sea for good old Charlie®!
StarKist® is all about keeping my finned friends safe. They were the first company to introduce “Dolphin Safe” Tuna.
I helped StarKist® officially become the number one brand of tuna. Ninety percent of consumers recognized our "Sorry Charlie®" advertising. Just like StarKist®, our consumers have good taste!
The good folks of Charleston, Oregon erected a statue in my honor and named me mascot of the town! The statue came down in 2008, but for forty years, people would stop for photos with me. And who can blame them? Look at those dashing good looks and chiseled features!
Just one year after my debut “Sorry Charlie®” had already become a part of the American lexicon. I’m surprised it took that long. The quote has gone on to become one of the most popular and recognizable phrases in American pop culture.
Tuna that tastes good!
Leo gave a call over to his animation friends at DePatie-Freleng Enterprises. They immediately thought of me! We worked hand in fin on an animated commercial featuring me, Charlie the Tuna™! Some people think my voice sounds a lot like the actor Herschel Bernardi. We both sound Brooklyn street savvy with a side of Broadway culture. Voice over artist, Danny Dark, “The King of Voice Over Artists,” was cast as the narrator, uttering his famous line “Sorry Charlie®, StarKist® doesn’t want tuna with good taste, but tuna that tastes good!”.
StarKist® hired advertising legend Leo Burnett to develop a new campaign to “establish a quality image for StarKist® tuna and distinguish it from its main competitor.” Leo did his research and discovered a simple truth: Consumers want tuna that tastes good. They don’t like tuna that tastes “fishy.”