The Pepsi Co. announced this week it is unveiling a new character named “Cracker Jill” as part of its “Cracker Jack” brand in an effort to promote the accomplishments of women in sports.
"After more than 125 years as one of sport's most iconic snacks, Cracker Jack® is adding a new face to its roster, with the introduction of Cracker Jill™ to celebrate the women who break down barriers in sports," PepsiCo said in aannouncing the new characters from Frito-Lay.
Cracker Jill comes to life through five different representations on a series of special-edition bags.The company says it will be donating $200,000 to the nonprofit 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 making history by breaking the mold, and we want to celebrate their achievements while supporting the progress," said Tina Mahal, vice president, marketing at Frito-Lay North America. "Cracker Jack has been part of sports for over a century, as records were made and rules changed.
The company also released a video of singer Normani belting out a "new spin" on the classic baseball melody "Take Me Out to the Ballgame."Pepsi added that the team heading up the campaign is "fueled by powerful female and non-binary voices."it is redesigning its M&Ms characters in order to adapt to a more "progressive" world..
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