In 2007 Tuna Calvo got the whole country to sing “Sacatunn that Pen that Summum that Tun”, the extravagant lyrics of the theme that articulated his advertising campaign, inspired by the song “Thus I like me”, of the Valencian DJ Chimo Bayo. 18 years later, the Nauterra brand recovers the spirit of that emblematic campaign to remember consumers, once again, that it is best to choose Calvo tuna.
“This yes! This is not! I like me like me!” It is the message launched by the Conserva brand with a piece designed next to the VML the Cocktail creative agency. For its creation, an artist’s song has been used again, although as confirmed from the brand A Reason.WHYthis has not participated directly in the production. It has also opted for combination of original shooting, postproduction and artificial intelligence.
Creativity is part of the communication platform “Do not choose tuna to tuntún, better choose Calvo”, worked with VML The Cocktail and launched in 2024.
This has been pointed out by the brand itself by sharing creativity in social networks and digital platforms. “Today we celebrate the 18 years of the Sacatún, reminding you that the best tuna is not chosen to Tuntún”, He said.”Because in Calvo nothing is done to tuntún. We do not fish for tuntún, we have our own fleet. We do not select Tuntún, 100% selected loins. And with the exclusive paca easy, the tuna leaves alone”
These three elements, united to the use of music and humor, are those that have built the differentiation strategy and the advertising trajectory of the brand over almost 50 years. From Reason.WHY We have recently collected it in an article in which, together with the brand and its collaborating agencies, we review some of its most relevant campaigns and that best reflect the consistency of their communication.
These features and attributes that have articulated Calvo campaigns are also appreciated in this new piece, in which it has opted for modern and eclectic aesthetic, and various styles and trends. Thus, the phenomenon “Is It Cake?” (Is it a cake?), What consists in guessing whether what is shown in a video is the real object or a cake recreation; and also alludes to some popular Internet memes.
Through these visual resources Calvo affects his long message: “Choose the tuna.” This is shown on the screen on several occasions, also next to the product containers, the brand logo or constant references to Atunes and other elements of the brand. The company’s objective is, as shared in a statement, to promote a conscious and quality choice in a market full of options.
“We wanted to remember that quality is not a slogan, but an informed decision. And that, in a world full of options, knowing how to choose well is more important than ever”, Says Jorge Alonso, Marketing Director of Division Europe in Nauterra, in a statement.“We do it with a very bald tone: recognizable, fresh and close, but always with a product message behind”
Almost twenty years after its launch remains in the imaginary and collective memory
In this way, Calvo pays tribute to “Sacatunn”, a campaign that almost twenty years after its launch remains in the imaginary and collective memory, and that was a resounding success of notoriety for the brand, positioning it in popular culture. He received a gold in the Commercial Communication category at the 2008 Efficiency Awards.
The now presented piece would be part of Calvo’s goal regarding his communication strategy, as Jorge Alonso, Nauterra Marketing Director, in conversation with conversation with Reason.WHY. “We are in a very competitive market dominated by the distributor brand and I think the main challenge is to remain faithful to our DNA, continue differentiating us“. He told us.”We want to keep telling our proposal and our values, doing it in our tone of communication and continuing to relevant and memorable bald”
