Everything starts with the brand’s new positioning, curated by Bitmama Reply: “It Peels So Good”. A concept that, as a distinguishing feature in a Love Brand like Chiquita, focuses on the sentiment conveyed by the product to the consumer, building on the brand’s leadership in its category.
To reaffirm this positioning, the brand, supported by its global advertising partner Bitmama Reply, focuses on an important and recognizable historical asset, its jingle. This is the starting point for the launch of “It Sounds So Good”, a campaign that uses musical genres as a metaphor to talk about the product’s versatility: “Whatever sounds good to you, Chiquita always sounds so good”. The insight came by way of the lyrics of its historical jingle, launched for the first time in 1944 and entitled “Chiquita Banana Song”:
“You can put them in a salad
You can put them in a pie-aye
Any way you want to eat them
It’s impossible to beat them…”
In order to refresh the jingle’s sound and give it new relevance, the agency developed a social video strategy that serves as a call to action for a challenge named after the campaign’s claim “It Sounds So Good”. The global activation on Meta and TikTok engages users and brand lovers to make their own reinterpretations and remixes, using whatever instrument and in their favourite musical genre. It is a way to celebrate goodness in a participative way and to give new sound and shape to the brand’s values.
The activation also involves a series of influencers and creators both on Meta and TikTok, encouraging their followers to sing or play the jingle, or even both and then share their content by tagging the brand’s pages (IG @chiquitabanana; TT @chiquitabananaofficial).
The campaign and the challenge will be on air in six Countries until the end of the year when a unique celebrative content will be released. No more details on this just yet. It’s going to be a surprise!
Chief Creative Officer & Partner: Nicola Gotti
Creative Director: Valeria Fuso, Fabio Montalbetti
Senior Art Director: Marco Flaviani
Senior Copywriter: Ferdinando Guadalupi
Motion Designer: Shahin Khanide
Head of Brand Experience: Julie Carpinelli
Junior Strategist: Ettore Vivoli
Social media strategist: Elena Loro
Account manager: Fabio Colacino
Responsabile Divisione Comunicazione: Ethiopia Abiye