Chiquita’s brand a-peel turns rotten | Adweek Chiquita’s brand a-peel turns rotten | Adweek
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Chiquita’s brand a-peel turns rotten

Missfull Chiquita Brands has to pay $25 million in fines to the U.S. government for giving protection money to Colombian terrorists. The company only gave the Colombians $1.7 million, but we’re a capitalist economy, and therefore expected to turn a profit from the fine. Maybe Chiquita’s CEO should avoid the video apology ploy. TJX gave it a whirl, and it hasn’t done bupkis to rehabilitate the brand. A viral animated mea culpa from Ms. Chiquita, however, could be kind of cute. Remember, when you pay extortion money, keep it under your hat. (Chiquita’s could’ve hidden $1.7 million and then some.)

—Posted by David Gianatasio

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