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Pepsi unveils ‘Cracker Jill’ version of ‘Cracker Jack’ to promote women’s sports

PepsiCo announced this week that it is unveiling new characters named “Cracker Jill” as part of its “Cracker Jack” brand in an effort to promote the achievements of women in sports.

“After more than 125 years as one of sports’ most iconic snacks, Cracker Jack® adds a new face to its roster, with the introduction of Cracker Jill™ to celebrate the women who break down barriers in sport,” PepsiCo said in a press release. press release announcing new Frito-Lay characters. “Drawing on the brand’s rich history with America’s favorite pastime, Cracker Jill™ comes to life through five different renditions on a series of special-edition bags, which will be available at the start of the baseball season from this year at professional baseball diamonds across the country and by donating $5 or more to the Women’s Sports Foundation.

The company announces that it will donate $200,000 to the nonprofit Women’s Sports Foundation to “help girls and women across the country reach their potential in sport and in life.”

“We are constantly inspired by the many women who are making history by breaking the mold, and we want to celebrate their accomplishments while supporting progress,” said Tina Mahal, vice president, marketing at Frito-Lay North America. “Cracker Jack has been a part of the sport for over a century as records have been set and rules have changed. We’ve been so inspired by how girls and women are changing the face of play, so with that in mind, we’re introducing Cracker Jill to show girls they’re represented in even our most iconic snacks.

The company also released a video of singer Normani singing a “new version” of the classic baseball tune “Take Me Out to the Ballgame.”

Frito-Lay has unveiled a new marketing campaign to celebrate women in sport.
YouTube/Official Frito-Lay

“Buy me peanuts and Cracker Jill,” Normani sings. “No one can stop you if you have the will.”

Pepsi added that the team leading the campaign is “powered by powerful, non-binary female voices.”

The rebranding from Pepsi to Cracker Jack comes several months after Mars Inc. announced it was redesigning its M&Ms characters to fit a more “progressive” world.

“At Mars, we believe that in the world we want tomorrow, society is inclusive,” the company said in a statement. “And, as one of our most iconic brands, M&M’S announces a new global commitment to creating a world where everyone belongs.”

New York Post

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