To celebrate World Banana Day on April 17th, Chiquita teamed up with Snapchat to mass produce 200 million of their signature blue stickers to include a Snapcode which leads consumers to a one-of-a-kind AR experience on the platform. The campaign will start in the United State and roll out worldwide after the original 4-week run. The users will be led to 3 various AR experience, each to be found on separate stickers. The first experience turns users into a dancing banana, the second is a face lens and the last is a gamified lens in which users catch falling fruit into a bowl.
To an older generation, the iconic blue sticker on the Chiquita brand made the company the most recognizable and successful fruit business in the world. To stay relevant to a newer generation, Chiquita understands how the power of adapting to online consumption plays a role in evolving brand association and retaining legacy. There is also a simplicity in the campaign execution that would be rather turn-key for brands to engage with. Jack could find effective ways to utilize packaging or even customer receipts house these social codes that access engagement. It was very clever and calculated to launch the activation on a day extremely relevant to the brand. Chiquita is not alone in utilizing the power of AR capabilities on Snapchat to promote their campaigns. Warner Bros. used a first-ever voice command Snapchat AR function to coincide with the release of their new superhero movie Shazam!
Jack's Snack Bites 