The Chicken of the Sea Mermaid Engages With Consumers In a New Way

March 5, 2011 10:29

The iconic Chicken of the Sea Mermaid is coming to life in video after more than 30 years, reports with reference to Chicken of the Sea.

Chicken of the Sea is launching a new integrated campaign featuring the Mermaid in a series of online video and radio commercials that bring her to life as an animated and talking character. Dubbed "Mermaid on a Rock," the campaign will leverage the brand's rich heritage, while also allowing consumers to get to know the Mermaid and her personality.

The commercials will showcase the Mermaid's interactions with different characters while she sits on a rock in the sea sharing her wisdom about eating healthy, cooking delicious meals, and of course, why Chicken of the Sea seafood is an important part of anyone's diet. The brand's catchy jingle will also play a starring role in the video and radio spots.

"The Chicken of the Sea Mermaid has been around for nearly 60 years, and during this time, she has become synonymous with health, nutrition and convenience," said John Sawyer, senior vice president of sales and marketing for Chicken of the Sea. "Through this campaign, we are using our timeless icon to further personify the Chicken of the Sea brand and engage with consumers in a fun and new way. You'll also start seeing the Mermaid involved in current events and pop culture through various social media channels."

In addition to commercials, other aspects of the Mermaid on a Rock campaign include social media activities via Twitter and Facebook, online gaming platforms and mobile applications. These efforts will also be supported by public relations, media relations activities and outreach to the Mermaid Club, Chicken of the Sea's online affinity group of more than 150,000 members.

The online videos will air on CBS Interactive and ABC Digital's family of websites, in addition to Hulu, Katz 360 and VideoEgg. The radio ads will air nationally during syndicated programs such as Rachael Ray, Ryan Seacrest, Dr. Phil and American Country Countdown with Kix Brooks. The commercials will begin Tuesday, March 1, 2011, and can be viewed via Chicken of the Sea's online press kit.

This isn't the first time the Chicken of the Sea Mermaid has received a makeover. Since she first appeared on Chicken of the Sea's product labels in 1952, the Mermaid has undergone four transformations. This fifth transformation will bring the current version of the brand's iconic Mermaid to life as an animated character. To see the transformation of the Mermaid through the years, visit the brand's website:

Campbell-Ewald developed the creative approach for the Mermaid and the commercials were directed by Jeremy Konner with Partizan.

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