Dive Brief:
- Banana brand Chiquita is bringing bold and colorful art to the stickers adorning its product in a new campaign, according to information shared with Marketing Dive.
- “Pop by Nature” features designs by Romero Britto, the founder of the Happy Art Movement. Consumers will be able to collect all six unique stickers to complete a puzzle. To support the campaign, an interactive experience will be available during Milan’s Design Week 2024 in April.
- The campaign is also supported by a series of art installations around the world, interactive out-of-home (OOH) experiences, billboards and a digital media campaign. Consumers will also have the opportunity to win prizes featuring Britto’s artwork.
Dive Insight:
Building on its “It Peels So Good” brand platform, Chiquita is hoping to drive home the fun and tropical nature of its product through a collaboration with Britto. The artistic campaign brings bold, eye-catching colors to the brand’s marketing and drives brand awareness with a colorful OOH campaign. The chance to complete an art puzzle could drive repeat purchases.
The campaign reflects an upbeat design aesthetic that has been embraced by a number of brands over the past year, including Don Julio’s fantastical disco party, Barbie pink and Pepsi’s maximalism.
“This campaign is not just a celebration of the naturally energetic and unique pop soul of Chiquita bananas, but an invitation for everyone to experience life in full color and positivity,” said Tina Varjabedian, head of global communications for Chiquita, in a press statement. “With ‘Pop by Nature,’ we are redefining the way people interact with art and food, and ultimately bringing a fresh and vibrant perspective to everyday life.”
Chiquita’s stickers, for those who don’t know, are a collector’s item for some. One woman in Florida has a collection of over 21,000 banana stickers. Co-branding is frequently a feature of the stickers, helping to build the collectibility aspect.
