Chiquita - Chiquita Fresh
Problem:
How to leverage brand heritage to an expanded product offering, in order to drive sales and realize advertising efficiencies.
Solution:
Uncovered a “goodness” insight 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.
CenterBrain Positioning Breakthrough:
Traditional Goodness in Your Everyday Life
Results:
· Positioning is incorporated in new advertising January 2002.
· Expanded line is introduced 1st quarter 2002.