“Chicken of the Sea” is an admittedly confusing product name. First, the product is tuna, not chicken. Second, the packaging features mermaids, which – as far as we know – don’t exist.
The 109-year-old brand is leaning into the second aspect of that confusion, challenging consumers to provide video evidence of mermaids for a chance to win $1 million. Through February, consumers have the opportunity to send unaltered video proof of an honest-to-goodness mermaid. Anyone who does (and whose video gets the approval of the brand’s “Mermaid Expert”) will get $1 million. (The individual will also be asked to coordinate an in-person parlay between mermaid and “Expert.”)
“The hope is that it will inspire fans to find the little moments of magic in their everyday lives,” said Griffin Raasch, the company’s director of marketing, in a statement. “We’re confident that Chicken of the Sea fans will be able rise to the challenge and find a new friend and confidant for Catalina, our iconic mascot.”
For those who don’t think they can provide proof of a mermaid’s existence, the brand is running a secondary contest, encouraging consumers to submit “mermaid-inspired” photos and videos (think children and small pets in costumes) for a chance to win $2,500. Additionally, Chicken of the Sea has pledged to donate a million ounces of its food to food banks across the country.
The promotion is part of a larger effort by the brand to reintroduce itself to consumers. For the first time in 20 years, the company has redesigned the mermaid mascot on its packaging. The new version features bolder colors, and depicts the mermaid, named Catalina, leaning forward a bit more and holding a triton rather than a scepter.
Working with agency, “Little Big Brands,” Chicken of the Sea has also updated its logo and color combination to stand out in today’s digital world. The brand will also use a new headline, “Wild-Caught Happiness,” in its advertising and promotions.
