Millions of Chiquita bananas with a pink label will be sold as part of collaboration with American Cancer Society will feature
Chiquita Brands International has teamed up with the American Cancer Society (ACS) for Breast Cancer Awareness Month to unveil the next chapter of its Small Change, Big Difference campaign by bringing its Miss Chiquita icon to life for the first time as an advocate for breast cancer awareness.
After more than 80 years on the iconic Blue Sticker, Miss Chiquita is stepping into a new role – using her familiar face to inspire conversations about breast health, self-care, and the importance of early detection.
According to the ACS, approximately 1 in 8 women in the US will be diagnosed with invasive breast cancer during their lifetime, highlighting the importance of awareness and early detection.
Continuing its longstanding commitment to breast cancer awareness, Chiquita will once again replace its iconic blue sticker with its annual pink sticker on bananas worldwide throughout October.
“For nearly a decade, Chiquita has been a valued partner in helping the American Cancer Society bring breast cancer awareness into everyday conversations,” said Kerri Whetzel, vice president, corporate relations at ACS. “This year’s campaign demonstrates the incredible impact a trusted global brand can have by encouraging women to prioritise their health.
“By transforming an iconic symbol into a powerful advocate for breast cancer awareness, Chiquita is helping remind people that small actions, like knowing what’s normal for your body, talking with your doctor, and staying up to date on recommended screenings, can make a meaningful difference.”
The campaign launches with a video introducing Miss Chiquita in human form as she has never been seen before. As she reflects on her decades as a beloved icon, she shares a deeply personal message about the importance of breast cancer awareness. The video concludes with her signature pose, placing a hand over her chest as a powerful reminder for women to become familiar with their bodies, stay informed about their health, and recognise the importance of recommended screenings and early detection.
The pose will also appear on a special edition of Chiquita’s iconic Blue Sticker, extending the campaign’s message to consumers around the world.
“Millions of Chiquita bananas carrying a special Pink Sticker travel around the world each October, but meaningful change goes far beyond what’s on the table,” said Andre Quadra, Chiquita’s head of marketing for North America. “For years, we’ve used the reach of the Chiquita brand to encourage conversations around breast cancer awareness and support education and community engagement initiatives around the world. Reimagining Miss Chiquita in human form is the next evolution of that mission –transforming a familiar icon into a relatable advocate who can connect with women in a more personal way.”
Throughout Breast Cancer Awareness Month, Chiquita will activate the campaign globally through select market activations, including: a global and digital social media campaign featuring Miss Chiquita’s message; educational content, including new recipes developed with nutrition experts; retail activations and in-store displays; community events and collaborations, promoting healthy living and wellbeing; and continued collaboration with nonprofit organisations around the world, led in the US by the ACS.
