Along with new owners came a renewed commitment to marketing. The goal was to find an image that could connect with customers and provide a lasting visual imapct solely identifiable as belonging to StarKist.
The result is the “Have you been StarKist?” campaign, which will spend about $20 million (€14.6 million) promoting the “fish kiss” – images of everyday people making the “fish kiss” face by sucking in their lips.
In much the way the “milk moustache” from the “Got Milk?” commercials helped brand milk in consumers’ minds.
