Small Change, Big Difference.

Miss Chiquita changed her iconic pose in honor of Breast Cancer Awareness Month.

Chiquita wanted to do something truly relevant to show its support to 2023’s Breast Cancer Awareness Month.

We wanted to make a bold move to underline the brand’s voice in this important cause and make it newsworthy. That’s why we decided to involve the brand icon, Miss Chiquita, the most important and emblematic brand asset, unaltered through nearly 80 years of history.

Miss Chiquita changed her iconic pose to contribute to breast cancer prevention, moving from her iconic posture to one of self-examination, representing the will to turn prevention into a habit. As the claim states, “Small change, big difference”. The idea aligned with the brand’s mission of helping everyone feel their best, thanks to the inherent qualities of the banana itself, a snack that can take part in any healthy diet.

The pose appeared in a printed and social open letter aimed at artists, illustrators, other brand icons, and anyone interested in doing their part. It started on the New York Times and other international newspapers and magazines and then it followed up on social media in Italy, US, UK, Germany, Greece, Belgium and the Netherlands.

Miss Chiquita thus became the center of a social activation, in which she used her iconic power to involve Chiquita’s followers, brand lovers, influencers and creators in impersonating her new pose and making their stand for the cause.

But prevention can also be rooted in a healthy diet. That’s why the brand offered a series of recipes in collaboration with cancer research associations.