"Chiquita Brands International seized upon the media opportunity afforded by President Clinton's visit here to promote a donation of 10 million bananas to Russian children, the elderly and
the ill." — The Washington Post

Client:

Chiquita Brands International
 

The Assignment:

In November 1993, Chiquita came to PBN with an idea — distribute 10 million fresh bananas to needy Muscovites during the winter. By early December, the project began. Bananas were picked in Central America, shipped to Germany and transported by train for delivery to Moscow hospitals, orphanages, schools and the Salvation Army only 21 days after being harvested. In the process, Chiquita wanted to garner worldwide media attention and open opportunities for aggressive marketing in Russia.
 

PBN’s Strategy:

Just so happened, U.S. President Clinton was coming to Moscow for a summit with Russian President Yelstin. The PBN Company advised Chiquita to accelerate its delivery schedule so that bananas would arrive in time for the summit — and the international press covering it! — as well as the Russian Christmas season.
 

Results:

The result was worldwide media coverage. Stories ran on all five Russian TV networks and all major Russian publications. The PBN-produced video news release appeared on television stations in the U.S., U.K, Germany, France, Spain, Finland, Norway, Sweden, Belgium, Greece, Italy, Denmark, Israel, North Africa and Cyprus. Two months after the event, "every market in town had to sell bananas, or it wasn't considered a worthwhile place to shop," a Moscow banker told the San Francisco Chronicle.

For more information, please contact:
Peter.Necarsulmer@pbnco.com