Unifrutti Japan Corporation: BANANART

This case study explains how banana producer Chiquita Bananas increased sales and market share in Japan with art on bananas featured in a TV ad and social media campaign.

Agency: DentsuCountry: Japan

Summary statements

The goal was to change the negative attitude towards bananas browning, when going bad, into entertainment. Poking a banana peel with a pin oxidizes the tannins, turning the spot brown. We developed "banan-art," a pointillistic art form that utilizes this discoloration. Posting works of art on social media generated quite a reaction, with numerous users posting pictures of their own creations.

We then set up a website with a bananart simulator for people who didn't have a banana nearby to still enjoy the phenomenon. The simulator even mimics the time lag between...

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