A Banana With Personality
How do you brand a banana? It’s a generic fruit, like an apple or peach. right? If you live in the tropics, you can grow bananas in your backyard. Still, for the past 65 years, only one banana has a brand identity, not to mention, a name, a face and a personality – Chiquita.
Back in 1944, Chiquita charmed consumers by turning a caricature of Carmen Miranda, the flamboyant Brazilian samba singer/dancer with the tutti-frutti hat, into its brand icon. Then to reinforce its slogan “Quite Possibly the World’s Most Perfect Food,” it created a little blue sticker that to this day it affixes by hand onto every single banana it sells.