ChiquitiBum returns: Carta Blanca relaunches the most famous baton in Mexico 40 years after its origin

Forty years after a beer campaign became part of the country's collective vocabulary, White Card rescue the ChiquitiBum from the archive and throws her back to the present — with musical update included.

The initiative starts in June 2026 and has three fronts: a new version of the baton, cans with a retro vintage design, and a clothing collection in collaboration with Atlética.

The baton has a 2026 version

The new ChiquitiBum maintains the festive structure of the 1986 original but with contemporary production. The brand did not specify the artists involved, but the goal is to make it work for different generations — both for those who experienced it at the time and for those who will know it for the first time.

It is a bet that makes sense in terms of brand life cycle: ChiquitiBum was not just a jingle, it was an expression that migrated from commercials to the streets and events. Reviving it implies betting that this cultural capital is still active.

Cans with eighties aesthetics

The special edition cans recover the graphic palette and visual language of 1986. It is available since June at points of sale nationwide, including SIX stores, for a limited time.

1,986 numbered shirts, no more

The rarest thing about the campaign is the collaboration with Atlética: a collection of commemorative t-shirts of which only 1,986 pieces per designindividually numbered. They can be obtained at Atlética points of sale, in cartablanca.com.mx/chiquitibum and through dynamics on the brand's social networks.

The number of pieces is not coincidental — it is the year of origin converted into the circulation.