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PepsiCo announced this week that it will be unveiling new characters called Cracker Jill as part of its Cracker Jack brand to promote women’s achievement in sports.
“After more than 125 years as one of the most iconic snack foods in sports, Cracker Jack® is adding a new face to its roster with the introduction of Cracker Jill™ to celebrate the women who are breaking down barriers in sports,” said PepsiCo in a press release , announcing the new characters from Frito-Lay. “Cracker Jill™ builds on the rich history of the brand with America’s favorite pastime and comes to life through five different renditions on a line of special-edition bags that will be available in professional stadiums across the country at the start of this year’s baseball season through a donation $5 or more to the Women’s Sports Foundation.”
Cracker Jill comes to life through five different depictions on a range of special edition bags. (Frito-Lay North America/Fox News)
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The company says it will donate $200,000 to the nonprofit Women’s Sports Foundation to “help girls and women across the country reach their potential in sports and in life.”
“We are constantly inspired by the many women who are making history by breaking new ground, and we want to celebrate their achievements while supporting progress,” said Tina Mahal, vice president of marketing for Frito-Lay North America. “Cracker Jack has been part of the sport for over a century as records have been set and rules changed. We’ve been so inspired by how girls and women are changing the face of the game, so with that in mind we’re introducing Cracker Jill to show girls they’re in even our most iconic snacks.”
Pepsi cans are on display at the Pepsi Backstage Lounge during the 20th Annual Latin GRAMMY Awards. (Denise Truscello/Getty Images for LARAS/Getty Images)
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The company also released a video of singer Normani putting a “new twist” on the classic baseball tune “Take Me Out to the Ballgame.”
“Buy me some peanuts and Cracker Jill,” Normani sings. “No one can stop you if you have the will.”
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Pepsi added that the team running the campaign is “driven by strong female and non-binary voices.”
FILE — Pepsi truck delivers products to vendors at Illinois State Fair. (AP Photo/Seth Perlman, file)
Pepsi’s rebranding of Cracker Jack comes a few months after Mars Inc. announced it was redesigning its M&Ms characters to adapt to a more “progressive” world.
“At Mars, we believe society is inclusive in the world we want tomorrow,” the company said in a statement. “And as one of our most iconic brands, M&M’S announces a new global commitment to create a world where everyone feels included.”