PepsiCo introduced this week it’s unveiling new characters named “Cracker Jill” as a part of its “Cracker Jack” model in an effort to advertise the accomplishments of ladies in sports activities.
“After greater than 125 years as considered one of sport’s most iconic snacks, Cracker Jack® is including a brand new face to its roster, with the introduction of Cracker Jill™ to rejoice the ladies who break down boundaries in sports activities,” PepsiCo mentioned in a press release saying the brand new characters from Frito-Lay. “Tapping into the model’s wealthy historical past with America’s favourite pastime, Cracker Jill™ involves life by way of 5 completely different representations on a sequence of special-edition luggage, which will likely be out there firstly of this yr’s baseball season in skilled ballparks throughout the nation and thru a donation of $5 or extra to the Girls’s Sports activities Basis.”
The corporate says it is going to be donating $200,000 to the nonprofit Girls’s Sports activities Basis to “assist women and girls throughout the nation attain their potential in sport and life.”
“We’re continuously impressed by the numerous girls who’re making historical past by breaking the mildew, and we need to rejoice their achievements whereas supporting the progress,” mentioned Tina Mahal, vice chairman, advertising at Frito-Lay North America. “Cracker Jack has been a part of sports activities for over a century, as information have been made and guidelines modified. We’ve been so impressed by how women and girls are altering the face of the sport, so on this spirit we introduce Cracker Jill to point out women that they’re represented even in our most iconic snacks.”
The corporate additionally launched a video of singer Normani belting out a “new spin” on the traditional baseball melody “Take Me Out to the Ballgame.”

“Purchase me some peanuts and Cracker Jill,” Normani sings. “Nobody can cease you in case you have the need.”
Pepsi added that the workforce heading up the marketing campaign is “fueled by highly effective feminine and non-binary voices.”
Pepsi’s rebranding of Cracker Jack comes a number of months after Mars Inc. introduced it’s redesigning its M&Ms characters in an effort to adapt to a extra “progressive” world.
“At Mars we imagine that on the planet we would like tomorrow, society is inclusive,” the corporate said in a statement. “And, as considered one of our most iconic manufacturers, M&M’S is saying a brand new world dedication to create a world the place everybody feels they belong.”