Chicken of the Sea Launches Contest To Name Mermaid

SAN DIEGO, Calif.Chicken of the Sea has launched a nationwide contest to name the mermaid icon that has distinguished its brand for more than 60 years.

Chicken of the Sea's mermaid icon originated in 1952 and was modeled after Grace Lee Whitney, from the original "Star Trek" series. Since then, the mermaid has played a large role in the company's history, including being the star of its well-known 1960s advertising jingle and the icon of its 1990 dolphin safe fishing practices campaign, called "The Mermaid Cares: Dolphin Safe Policy."

And now, to commemorate the company's 100th anniversary, the mermaid gets a name.

The company will reward the contestant who chooses the winning name with a $10,000 prize. Then the mermaid will tour the country to "honor amazing people and non-profits nationwide," according to the company website.

Keeping a brand thriving and fresh is a way to reinvigorate sales and raise brand awareness. Many companies revamp existing brands or rebrand to mark transformations the company has gone through or new growth strategies.

In fact, last year CSM rebranded with a new company name, Corbion, and introduced its new growth strategy, marking the company's latest stage of an ongoing transformation into a leading provider of biobased products, with activities in biobased food ingredients and biochemicals