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