Remember last week when I mentioned how banana company, Chiquita, had started putting ‘To Go’ stickers on all their fruit?
Well, whoever is the buyer of fruit for City Super in Shanghai has just undermined all their carefully laid repositioning marketing plans.
No pointless sticker for them, oh no, they just sell bananas that are so small, they make R2D2 look like King Kong.
So while Chiquita have to eat the cost of printing new stickers for their fruit into their business costs, the evil genius at City Super [in partnership with whoever is the delivery manager for all online orders] make even more cash by not only charging you the same price as a big banana, but without needing to pay for any stickers either.
Plus – and this is a big one for all those brand consultancy folk – in terms of positioning their fruit as ‘food on the go’, they’ve executed it with absolute purity because they’ve ensured their bananas are so small you can slip them into your jeans pocket while walking to work.
And I’m not talking the big pocket, I’m talking that super-small one that doesn’t serve much purpose.
Branding magnificence.
Or it could just be my attempt to ignore the fact I’ve just been played by my local supermarket, who are fast becoming the modern day equivalent of the Drive Thru “rip off”.
