We are working to revitalize Chiquita brand which has the longest history in Japan of any banana brand produced in the Philippines.

By implementing a multifaceted campaign with “bananart” – pointillistic art utilizing the discoloration effect of the peel – as the core content of our communication strategy, we believe we can increase awareness of the Chiquita brand.

Step 1 – Interest generation: Developing “bananart” as a communication icon, transmitting via social media channels

Step 2 – Experience/understanding: Providing a virtual “bananart” experience via the web

Step 3 – Message communication: Conducting a dietary education program; creating and transmitting the world’s first banana-based animated film

Outcome;

Brand Awareness: ×20

Free Publicity: US$ 1,800,000

Facebook: About 100,000 Likes (campaign total)

Movie views: 1.2 million (YouTube, etc)

Facebook: About 100,000 Likes (campaign total)

Free Publicity: US$ 1,800,000