555 Tuna is one of the country's most successful tuna brands. In the recent past, its communication strategy centered on on its being "kumpletuna", a line of tuna "ulam" or viands that offered a complete mix of delicious ingredients plus health benefits such as lower cholesterol, etc. This brand promise has helped build a strong value equity for the brand.

However, the time has come to unify all 555 products and brands under one communications idea. By employing a masterbrand approach, we hope to solidify what 555 stands for in the minds of its many consumers.

Our latest 555 Tuna campaign with Youtube and Instagram sensation Ivana Alawi launches two new exciting and spicy flavors, Spicy Caldereta and Spicy Paksiw, under the new "isdalicious moment" concept. In the video, Ivana sashays and shimmies across the surreal and spicy world of 555 Tuna. This "isdalicous moment' is the momentary escape from the boring and mundane as one enjoys the many delicious flavors of 555 Tuna. The excitement and variety that 555 Tuna offers is the underlying inspiration for this idea.

Watch the TVC here.