Chiquita goes digital with Snapchat

Chiquita Brands International, the world’s leading banana company, announced a new partnership with Snapchat, the global multimedia messaging app, to celebrate the World Banana Day on April 17th.

Chiquita consumers will have the chance to have fun with the brand thanks to different SnapCodes that will appear on 200 million Chiquita Blue Stickers, allowing fans to tap into new digital experiences.

The Snapchat campaign will include three branded Snapchat lens: World Lens, Face Lens, and a Gamified Lens. The World Lens turns Snapchatters into a dancing Chiquita Banana character. The Face Lens turns their faces into a Chiquita Banana. The Gamified lens invites Snapchatters to catch the falling Chiquita Bananas into a fruit bowl to score points.

The Blue Sticker-Snapchat campaign, supported by creative agency Dffrnt Media, launched at the beginning of April in the United States and rolls out worldwide in the following weeks, staying on shelves for a four-week and involving 200 million bananas.

For decades, Chiquita has produced special editions of its iconic Blue Sticker, we can mention for example the recent collaboration with the pop artist Romero Britto. With this collaboration, Chiquita will be the first brand to bring Snapchat visual recognition technology in the fresh produce aisle, getting the unique opportunity to leverage its iconic Blue Stickers as powerful touchpoint with the Millennial and Gen Z consumers, connecting Chiquita bananas and consumers in a playful way.

About Ambra Farioli

Researcher and innovator, founder of Brand Licensing Studio, a creative consultancy agency specialized in licensing, branding, art, heritage brands, and content marketing...