Chiquita Removed its Mascot From Logo Because 'Miss' is "Already Home"
Grace Mahas — May 13, 2020 — Marketing
Amid the COVID-19 outbreak, banana brand Chiquita recently removed the 'Miss' mascot from its logo in response to the pandemic. The rebrand of its iconic blue and yellow logo to remove its mascot shows the company's dedication to social distancing. The solidarity marketing effort was unveiled on the brand's social media platforms accompanied by the words "I'm already home. Please do the same and protect yourself. #stayhome.".
According to a spokesperson from Chiquita, the rebrand was developed by the Chiquita digital team together with the Portuguese digital agency YoungNetwork Group to help promote a message of sympathy and unity. This follows other marketing efforts by the brand including a scannable logo giveaway with prizes like a Spotify music subscription giveaway, games, and prizes.
Image Credit: Chiquita
According to a spokesperson from Chiquita, the rebrand was developed by the Chiquita digital team together with the Portuguese digital agency YoungNetwork Group to help promote a message of sympathy and unity. This follows other marketing efforts by the brand including a scannable logo giveaway with prizes like a Spotify music subscription giveaway, games, and prizes.
Image Credit: Chiquita
Trend Themes
1. Quarantine-themed Rebrands - COVID-19 outbreak has led to brands removing mascots and making changes to show solidarity with people in quarantine.
2. Sympathy and Unity Marketing - Brands are using their platforms and marketing campaigns to showcase empathy and a sense of togetherness during difficult times.
3. Digital Marketing Innovation - The pandemic has driven businesses to embrace digital marketing more creatively, engaging customers through unique content and experiences.
Industry Implications
1. Food and Beverage - Brands in this sector have an opportunity to connect with consumers in new ways, especially by showcasing their social conscience and empathy.
2. Marketing and Advertising - As brands shift to a more emotionally intelligent approach to messaging, the advertising and marketing sector can embrace a new era of compassion and authenticity.
3. Technology - Digital technology is driving innovation in marketing and advertising, creating new ways for brands to reach their audiences and foster meaningful connections.
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