How to leverage brand heritage to an expanded product offering in order to drive sales and realize advertising efficiencies.
- 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.
- Positioning is incorporated in new advertising January 2002.
- Expanded line is introduced 1st quarter 2002.