Chiquita launches a Romero Britto limited edition

One of the most iconic food brands is getting more iconic: Chiquita Brands International’s blue and yellow banana sticker refreshes, albeit only temporarily, with Romero Britto colourful art.

The Brazilian artist Romero Britto has designed four different Chiquita stickers, inspired by “the colorful, bright and positive nature of both his work and Chiquita,” and will feature some 200 million bananas in the United States and in some European countries for one month, starting November18.

“We are thrilled and honored that Romero Britto is keen to collaborate with our brand,” Jamie Postell, director of sales-North America, said a press release. “We believe that we share the common values of brightening up our consumer’s days and providing access for children to education and arts.”

Britto’s work combines “influences from cubism with pop, to create a vibrant, iconic style that The New York Times describes as ‘exuding warmth and love,”

Romero Britto echoes: “Not only is my favorite color yellow, but I take pride knowing my artwork brings happiness to people — just like the iconic Chiquita banana,”.

From a strictly professional standpoint we could state that this is one of the rarest activations of “evoluted brand slapping”, but the power in terms of communication is great, considering the narrow limits of innovation left by fresg bananas.

About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.