Chiquita planted their flag online in Belgium last year, in an effort to save their image after eight executives were framed for dealings with the Colombian paramilitary. While I’ll give them credit for exploring the medium, the question you need to ask yourself is does a brand with an otherwise simple proposition really need to be that complicated online?

I came across their “Brain Fuel” sticker down at the local grocery this morning (yes, it’s probably been around for ages, and no, I didn’t notice it). It’s simple, conveys the product’s proposition and doesn’t even have to bat an eyelid for your attention. In fact, if you spend the extra five minutes to dig up why they’re considered brain fuel, you’ll find that every word of it’s true.