Summer is the cruelest season for bananas, as competition from domestic fruit typically sends banana sales plummeting. That dive is what’s driving Chiquita Banana North America’s seventh annual Music Fantasy Sweepstakes.
This summer, the point-of-sale promotion will send four winners to Nashville, Tenn., for a VIP evening at the 2001 Country Music Association Awards. Some 37 million potential banana buyers viewed the CMA show last year–a demographic group, said
Chiquita marketing types, that is ripe for the picking. To qualify for the sweepstakes, consumers must fill in missing lyrics in the Chiquita Banana jingle on applications at retail displays.
But after 50 years, the jingle’s lyrics have been altered to reflect today’s healthier dynamic, and contestants must know the revised lyrics. Miss Chiquita no longer tells us she’s come to say, “Bananas have to ripen in a certain way.” Now, the lyrics are: “I offer good nutrition in a simple way.”
Can the Dixie Chicks do calypso?
–Vincent Coppola