Chiquita

The Chiquita jingle lives on today in advertising and promotions — reminding a whole new generation of Americans that they can stay fit and healthy with the help of Chiquita bananas.

The Chiquita Sticker. Historically, bananas were shipped on the stem — making it impossible to affix labels. In 1963 — at a time when bananas were being shipped in cardboard boxes as individual bunches — Chiquita introduced its now-famous blue label. The Chiquita sticker has become an icon in American culture. Generations of imaginative children have amused themselves by affixing the Chiquita label to their foreheads, hands, and arms. 

Bananas are one of the most nutrient-dense foods found in nature. In fact, an average 100-gram banana is a good source of four important dietary nutrients: potassium, vitamin B6, vitamin C, and fiber.

But what makes Chiquita bananas so popular? First is a commitment that reaches around the world. From the banana farm to the supermarket display, Chiquita is committed to delivering the highest quality bananas. When you see the Chiquita label, you know you’re getting the freshest fruit, great taste, quality, and nutrition.

Chiquita has leveraged its strong brand equity to introduce other Chiquita-branded produce items. In recent years, Chiquita has introduced branded pineapples, avocados, melons, grapes, peaches, tomatoes, and more. With this expansion came the need for a tagline that encompassed more than the well-known banana tagline (“Chiquita. Quite Possibly, The World’s Perfect Food”). In 2002, the company introduced a new tagline — “Chiquita. Perfect For Life.” — which speaks to the great taste, convenience, and nutrition of all Chiquita products.

Chiquita is committed to promoting healthy lifestyles as well as healthy products. Over the past decade, the company has introduced programs to educate children regarding the benefits of a healthy lifestyle and protecting the environment — through online efforts, in-school education programs, and educational promotional programs. The health benefits of Chiquita bananas were reinforced in 1997 when the American Heart Association certified the product as a heart-healthy food.

Beginning with the introduction of Miss Chiquita, Chiquita has endeavored to develop innovative, entertaining, and effective methods of advertising and promotion. In fact, Chiquita was the first produce brand of any kind to advertise to consumers. The first Chiquita advertising took the form of 80-second cinema commercials that aired as animated shorts before movies in theaters.

Outside of advertising, Chiquita has developed high-impact retail promotions for its grocery partners. These promotions deliver millions of consumer impressions and generate great response. More important, these promotions deliver a significant sales increase for Chiquita retailers.

Other notable Chiquita programs have included sponsorship of the 1980 Winter Olympic Games in Lake Placid, New York; sponsorship of AYSO youth soccer in the early 1990s; sponsorship of the 2003–2004 men’s and women’s U.S. Soccer teams; participation in the American Heart Association’s Heart Check program; and participation in The Heart and Stroke Foundation of Canada’s Health Check program.  

Fun, great taste, nutrition, and a healthy lifestyle are the hallmarks of the Chiquita brand. Having celebrated its 100th anniversary in 1999, Chiquita has been dedicated to helping consumers lead healthier, more enjoyable lives for more than a century.possible.

Things You Didn’t Know 

Bananas are not trees; they’re really giant herbs, related to the orchid, lily, and palm family. The banana’s massive leaves reach up to 30 feet (914 centimeters), making it the largest plant on earth without a woody stem.

Ancient Egyptian hieroglyphs depict people with bananas.

If all the bananas grown in the world were placed end-to-end, the banana chain would circle the earth 1,400 times.

When the Chiquita jingle was first performed at the offices of BBDO advertising, the singer rattled paper clips in a drinking cup to simulate maracas.

Among the famous celebrities to have performed the Chiquita jingle are Milton Berle and Bugs Bunny.

The original Miss Chiquita was illustrated by Dik Browne, who is also known for his famous “Hagar the Horrible” cartoon strip. 

Chiquita

Studiu de caz republicat prin amabilitatea America’s Greatest Brands
SUPERBRANDS{/viewonly}