Title: Chiquita Banana Case Study

Video Summary: How can a branded product thats considered a household staple with 75% brand awareness among consumers in the U.S. not be the easy choice for millennials mom? This was the challenge faced by Chiquita bananas: how could they make Chiquita bananas the branded choice among millennial moms? The brand worked to create emotionally relevant content that would reach millennial moms where they were spending a great deal of their time: mobile, social apps. The creative idea revolved around the idea that moms have a hard time scrolling past content featuring other cute, young kids. The brand cast real kids for videos created to reach millennial moms on You T ube , Facebook, and Instagram to showcase their #JustSmile campaign. Their Yo u Tu be pre-roll videos showed real kids dancing and singing to a reboot of the Chiquita bananas famous song and of course enjoying a Chiquita banana snack. In addition to this video, the brand created a social branded content series where real kids were featured coming up with stories about Chiquita bananas going on various adventures that were reenacted through the use of banana puppets. Chiquita also created recipes, gifs, and other branded social content promoted to millennial moms through Facebook. These efforts became an integral part of the brands overall branding strategy and were a success with millennial moms. Co-branded content was even created with Chiquita and the stores where their bananas could be found such as Target and Publix. Over 17 million millennial moms were reached throughout the U.S. and engagement on social platforms was extremely high.

Discussion Questions and Answers:

1. If you were tasked with creating a campaign for an everyday, household item such as paper towels, to reach millennial dads, how would you begin to approach developing the creative, big idea for the campaign?

1. Was the Chiquita banana approach creative, given your criteria for creative ideas? How could the brand have executed the campaign in a more creative way?

It is for an advertising and promotion class please !