In year two, we shifted the focus to the real life athletes driving change.
In 2024, one of our IRL athletes (Lindsey Zurbrugg) will take center stage on Cracker Jill bags nationwide.
Continuing to break barriers in male dominated sports via partnership with driver, Natalie Decker.
Challenge: Despite being one of the most iconic brands in sports, Cracker Jack had become stale, with sales mainly limited to baseball stadiums, and as such, consumer interest was in steady decline.
Insight: Despite recent success in the Women’s World Cup and growing popularity of the WNBA, the number of diverse female faces for young women to look up to was still strongly lacking their male counterparts.
Solution: Built on a core notion of “Sometimes all it takes to believe you can do something is to see someone who looks like you do it first” we refreshed an over 125 year old brand, introducing a team of new faces under the banner and brand, Cracker Jill.
What started as a simple mission to increase equity and representation of women in sports has grown into a movement that’s solidified Cracker Jill as an award winning part of the permanent roster of Frito Lay brands.