Cracker Jack is introducing a new product line for one of baseball’s most iconic snacks in the game.
Frito-Lay, the parent company of Cracker Jack, announced on Tuesday that it’s added a rookie to its lineup. “Cracker Jill” is the brand’s newest mascot in 125 years and will take to baseball fields alongside the iconic Sailor Jack image at the start of the baseball season.
The brand is also pairing with singer Normani to record a new version of “Take Me Out to the Ballgame” for promotion.
The song reflects the changing sports landscape and how Cracker Jack is making the change alongside it. The limited-edition Cracker Jill packaging marks the first time that there has been a variation on the Cracker Jack mascot.
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“We are constantly inspired by the many women who are making history by breaking the mold, and we want to celebrate their achievements while supporting the progress. Cracker Jack has been part of sports for over a century, as records were made and rules changed. We’ve been so inspired by how girls and women are changing the face of the game, so in this spirit we introduce Cracker Jill to show girls that they’re represented even in our most iconic snacks.”
— Tina Mahal, vice president, marketing at Frito-Lay North America.
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Cracker Jill
Sailor Jack has been Cracker Jack’s main mascot for more than a century. But now he won’t be alone as the mascot of the brand. The reimagined classic uses the same recipe as the 125-year old classic Cracker Jack, but features five different representations of women on the special-edition bags. The five “Jills” are designed by artist Monica Ahanonu.
Also, Cracker Jack is donating $200,000 to the Women’s sports Foundation to kick off the new branding campaign. The WSF is a national non-profit conducting research and advocacy to help girls and women reach their potential in sports and life.
Keep an eye out for bags of Cracker Jill as baseball season starts soon!
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Source and Photo Credit: Frito-Lay
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