Monday, May 9, 2011

Chiquita Brand Refreshing


I came upon these revamped banana sticker designs when I was working on my sexified Chiquita ad. Has anyone seen them at the grocery store? I was unaware of the campaign until I found it online.

This link showcases an interview with the designer behind this campaign. He not only provides insight into this particular campaign, but into branding and client-designer interaction, and his own creative process as well.

An excerpt I found particularly interesting:

"I like to talk about brand equity in what I do because I feel like it is the most important starting point to rebranding any business. I think brand equity is a pretty simple notion: unique value. Sometimes it’s an easy to see value, like the Chiquita stickers, or sometimes it can be harder to recognize, like an old forgotten tagline that was abandoned because of changing fads. This is where my job gets fun, in discovering unique traits a brand has to build on, even if they may be lost in the marketing shuffle over the years.

The great thing about looking hard at something the brand already owns, no matter how small, is that there is usually a cultural recognition there already. With some application of this value to an idea you have, it creates a familiar association with an unfamiliar dynamic, therefore creating intrigue in the viewer—much like pop art does. In the case of Chiquita, we felt that there was a lot of brand equity in the stickers, both with product interaction and marketing potential. Creating a campaign to really maximize its potential creatively was a smart decision and gave added value to an already established brand equity."

12 comments:

  1. this is a real thing? I had no idea. i buy bananas all the time and ive never noticed, so now im going to go home and check out the stickers!

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  2. Those are really fun. My Jewel is boring and only has the typical ones.

    By the way, I like that you call it your 'sexified Chiquita ad'. I can see that in a portfolio with complete seriousness....Chiquita, sexified.

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  3. I hadn't seen these exact ones, but I did notice that a while ago they had changed some of their stickers to say stuff like "place on forehead. smile" and other cute little sayings.

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  4. Have you seen the stickers promoting the new kids movie Rio?? Yes, advertising on a banana for something other than the banana.

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  5. I like 'em. Very playful and as Katie said, fun.

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  6. I love the monopoly man Chiquita, he's so cute!

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  7. I love them! I like when companies take a leap to do creative things like changing a sticker that has been the same for years maybe even decades. It's a great push for popularity with products if it is done the right way. I don't know if Chiquita continued with this campaign but sometimes a creative re branding helps bring back a brand that may have fell behind due to customer perception or competition. If you remember the new campaign for Old Spice, "The Man Your Man Could Smell Like" actually boosted sales of Old Spice to a point where it actually got them an award for having the most successfully ad campaign to bounce back a brand in 2010. I know Chiquita may have had different intentions but I think the Old Spice campaign is a great example of a company using creative re-branding to bounce back.

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  8. All these are really interesting, and I have not come across any of them. If I find them I would totally collect them.

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  9. I think this is a great idea I havent seen them but Ill look next time im at the store.

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  10. These are funny, I'm up for a scavenger hunt as well.

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  11. I have not seen these either. I will look for them next time I buy bananas. But it's interesting to see banana's get icons. Like seriously? I'm sure people were aware banana's existed and at this point the company names are just competing against one another.

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  12. These are really cool! And it correlates perfectly with your capstone. Have you ever considered doing any alterations of the logo on your poster?

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