It peels so good

Bananas come to life in Chiquita’s “It Peels So Good” global brand platform.

Chiquita wanted to elevate and revitalize the brand's iconic status, in order to make it match its product’s premium taste and quality.

We have written a new brand payoff that reflects the renovated global strategy we have defined with Chiquita, in order to reaffirm the brand’s leadership and place its mission front and center.

To shape our creative solution, we wanted to leverage the brand’s main assets—leadership, personality and heritage—to make it act and speak like a love brand, confirming its iconicity and unique tone of voice.

An iconic food like the Chiquita banana has a dual power: it satisfies our palate and excites our mind.

We created a link between its physical and mental benefits through a word that represents both action and emotion: peeling. From this, we launched the claim “It Peels So Good”, that, starting with the famous blue sticker placed on every banana that spread it all over the world, became the centre of a creative platform that redefined the global brand strategy under the light of the new “peeling good” philosophy.

The claim has taken the shape of three symbolic poses: one banana relaxes, another reclines with hands behind its head, and one shows off its muscles. These were the three key visuals driving the global brand experience, which was spread across 3D video walls, billboards, and digital media.

Special 3D experiences appeared at Times Square in New York, in Milan and Florence, and traditional billboards and social content were spread and shared in Italy, US, UK, Germany, Greece, Belgium and the Netherlands.