Marketing Strategy
Proposal for
Chiquita brand
2013

Did you know that...
... the idea of sticking
labels on Chiquita
bananas started in 1963?

Yes, you did.
It is the 50th
Anniversary of the
Blue Sticker this year!

Did you know that...
...the BRAND is one of
the most important asset
of the Chiquita Brands
International?

Yes, you did!
This Ad campaign
demonstrate it:
It is not just a banana.
It is Chiquita!
As for other
bananas, okay. They
are just bananas.

Did you know that...
...the people all over the
world have the same
feelings? Every Chiquita
customer?

Because nobody
is just a person
in the crowd...
Everyone of us
wants to
see / hear / read his
brand - name...
e.g. On Facebook,
Twitter...
Or welcome message
on TV screen in the
hotel room...

Use it Chiquita!
And Birthday Celebration
can start!

Encourage consumers to send
their personal birthday wishes for
Chiquita Sticker with their
NAMES. Do it through customer
competition. Reward the winning
participants (e.g. boat trip).

Create an App* which allows
Chiquita to say „thank you" via
a special Blue Sticker with the NAME
of participant. Post all stickers on your
website or special website, on social
media networks, so people can "Like”
them, share them and create buzz.
*Or upgrade
Chiquita
FanFun App.
This App could allow sending
personalized "thank you”
Blue Sticker to participants via
e-mail, SMS, or RFID technology
(during promotion events).

You know, that customer´s
NAME is important.
The truth is, that your customers
desire to see
their name on your product.
Bring this campaign from
online into offline: Print special
edition of famous Blue Stickers
With „Thank you”
and some customer´s NAMEs.

Big surprise at the end
of campaign. This will
be secret and nobody
will expect it.
Deliver some Chiquita fruit* with
personalized Blue Sticker to e.g.
Mrs. Tatiana Leporis. Take pictures
and videos from this deliveries. Post
videos on your website or special
website and social media networks.
*and so demonstrate that
Chiquita is not only about
bananas...

Chiquita, please, do this campaign
as cross-border campaign,
to involve and get in touch
With many different people and
to demonstrate who is the worldwide
No. UNO banana brand.

Special edition of promotional
gifts: for small children "Blue
Sticker" band aid kid plasters,
For „teens" anti mosquito wet
wipes, condoms, etc.
The Blue Sticker „Thank you”
campaign should be supported
by online and offline media. Before
the main media campaign you can
try teaser campaign.
The campaign could be accompanied
by special promotions, events tailored
to each target group. e.g. for „teens"
promotions
on summer festivals:
banana after party drink tips...

Next campaign
may go even further.
Demonstrate that
Chiquita is one of us.
Just create new special
edition of labels with national
colors on Chiquita bananas
during the
ice-hockey championship.

Thank you Chiquita.
Tatiana Leporis
www.tatianaleporis.sk
+421 911 760 612