Case Study
Brand Overview
Chiquita Brands International Inc. is a producer and distributor of bananas and other produces, under a variety of subsidiary brand names, collectively known as Chiquita.
Project Background
Chiquita wants to appeal to a younger generation of consumers.
Strategy
Advertising will persuade young adults ages 16 to 25 that by eating Chiquita products you will look healthier and more attractive because bananas are a good source of four important dietary nutrients.
Tactics
- Develop an international campaign targeted at 16 to 25 year olds.
- Advertising will update Chiquita’s original mascot, Chiquita Banana.
- Chiquita Banana will become Miss. Chiquita, a sexy pop star that became a star by staying health and fit by eating Chiquita Bananas.
Concept Example:
1 comments:
Chiquita Banana Copywriting Campaign. This is the first time that I heard of it. I really wanted to enhance my copywriting skills. And so interested with your copywriting campaign.
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