Chiquita Fresh

Problem:

How to leverage brand heritage to an expanded product offering in order to drive sales and realize advertising efficiencies.

Solution:

• Developed a positioning linked to tradition and the icons of fun (Miss Chiquita, Banana Stickers).
• Married this tradition with the inherent goodness of fruit and the benefits of everyday consumption.

Results:

• Positioning is incorporated in new advertising January 2002.
• Expanded line is introduced 1^st quarter 2002.