PepsiCo announced this week the introduction of new characters dubbed “Cracker Jill” as part of its “Cracker Jack” brand in an effort to highlight the achievements of women in sports.
“After more than 125 years as one of the sports’ most iconic snacks, Cracker Jack® is adding a new face to its roster with the introduction of Cracker JillTM to celebrate the women who break down barriers in sports,” PepsiCo said in a press release announcing Frito-new Lay’s characters. “Cracker JillTM comes to life through five different representations on a series of special-edition bags, which will be available at the start of this year’s baseball season in professional ballparks across the country and through a donation of $5 or more to the Women’s Sports Foundation.”
According to the company, it will donate $200,000 to the non-profit Women’s Sports Foundation to “help girls and women across the country reach their potential in sport and life.”
“We are constantly inspired by the many women who are breaking the mold and making history, and we want to celebrate their accomplishments while supporting progress,” said Tina Mahal, vice president of marketing at Frito-Lay North America. “Cracker Jack has been a part of sports for over a century, as records have been broken and rules have been changed.” We’ve been so inspired by how girls and women are changing the game, so we created Cracker Jill to show girls that they’re represented even in our most iconic snacks.”
In addition, the company released a video of singer Normani belting out a “new spin” on the classic baseball song “Take Me Out to the Ballgame.”
Frito-Lay has launched a new marketing campaign to honor women in sports.
Normani sings, “Buy me some peanuts and Cracker Jill.” “If you have the will, no one can stop you.”
Pepsi also stated that the campaign is “fueled by powerful female and non-binary voices.”
Pepsi’s Cracker Jack rebranding comes several months after Mars Inc. announced it is redesigning its M&Ms characters to adapt to a more “progressive” world.
“At Mars, we believe that society is inclusive in the world we want for tomorrow,” the company said in a statement. “M&M’S, as one of our most iconic brands, is also announcing a new global commitment to creating a world where everyone feels they belong.”