Atuna’s 200th Tuna Commercialff

By Atuna.com

It’s Official: Atuna’s extensive collection of tuna commercials has reached 200 videos!

Atuna constantly hunts for new ads to show how tuna companies around the world are marketing and innovating their products. They are especially important and interesting to see because the commercials will often reflect cultural differences. 

For instance, the newest addition to our website – Atuna’s 200th – promotes an emerging trend in the U.S. towards more convenient canned tuna. Chicken of the Sea recently launched an ad for their line of “No Drain” tuna products and it pokes fun at a typical problem facing American consumers.

“For many people, when they think about opening a can of tuna, they think about needing to dig out the can opener and having to deal with messy tuna juices,” says Erin Mrozek, the company’s consumer marketing manager. “We tapped into these images for our new video.”

The amusing commercial, which can be viewed here, presents an average adult man who is afraid to open a can of tuna without protection. When he’s asked to help in the kitchen, he exits and returns in a bright yellow, hooded jump suit and black face mask. He recounts his previous troubles with tuna cans, spilling the juices on his laptop and clothes and attracting all kinds of animals – cats, bees and even a strange black “bear” that tackles him in the park. In the end, he learns he no longer has to fear the mess – or animal attacks – because Chicken of the Sea’s No Drain tuna has “no liquid to spill, no stinky juices to clean up.” The product also comes with an easy-to-open lid, so a can opener is not required. The company’s new tagline for these added conveniences is, “It’s a No Drainer!”

“Our goal was to showcase the amazing and unique benefits of No Drain Tuna in a fun and humorous manner,” says Mrozek. It’s a bold strategy since the brand’s other canned tuna products have excess juice and require a can opener.

According to Mrozek, the consumer response to No Drain tuna has been “terrific.” The product line has rolled out nationally, and in the past six months, it “has reached a nearly 30 percent ACV (all commodity volume), which represents our total measurable distribution.”

“Product sales also continue to rise month over month, and if the U.S. market responds similar to the European market where our sister company launched a line of No Drain products, this could represent 10 percent of the category with very little cannibalization of our current products,” says Mrozek.

The most popular tuna commercial in Atuna’s collection was also created by Chicken of the Sea. With over 1000 views, the 2005 ad, which can be viewed here, addresses weight conscious consumers. It features a woman, dressed in a mini skirt and a midriff-exposing top, walking to the elevator while being gawked at by her male colleagues. The camera angles emphasize her fit body, but as soon as she reaches the elevator and the doors close, she exhales and her seemingly perfect stomach disappears instantly. This ad was adapted from the original, award-winning commercial by the company’s parent, Thai Union. Thai Union’s ad, which is also Atuna’s third most popular video with 755 views, can be viewed here.

Atuna’s second most watched tuna ad with 838 views, and which can see here, belongs to the Spanish tuna company, Calvo. The commercial was launched last year and builds on their catchy “Sacatunn” song, first introduced in 2007’s marketing campaign. The 2011 ad shows an underwater orchestra and choir luring a school of yellowfin tuna to a Calvo fishing vessel. According to the company, the strategy reflected Calvo’s selection process to source only the best raw material for its products.

Atuna’s fourth most watched tuna commercial, with 704 views, promotes Mareblu’s “Vero Sapore” tuna with a distinct vibe and song that recalls the hit musical, “Mamma Mia!” It can be viewed here. With 687 views, the fifth most popular commercial on Atuna is the 2007 ad for Century Tuna’s “Superbods” contest, which can be seen here, an annual search for the company’s next health and fitness ambassadors.

Atuna is always looking for new tuna commercials to make our  extensive collection more complete. We invite you to send your company’s tuna ad to design@atuna.com