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."