Cracker Jill Snacks Celebrate Women in Sports
Michael Hemsworth — April 19, 2022 — Marketing
References: csnews
The Cracker Jill snacks are arriving from Frito-Lay as a new take on the original Cracker Jack snack that celebrates women in sports and supports a good cause. The snacks come in a series of five specially designed packs that each feature a different representation of a woman in sports. The brand is donating $200,000 to the national nonprofit Women's Sports Foundation (WSF) to help support girls and women in reaching their fullest potential in sports as well as their lives.
Vice President, Marketing at Frito-Lay North America Tina Mahal spoke on the new Cracker Jill snacks saying, "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. Cracker Jack has been part of sports for over a century, as records were made and rules changed. We've been so inspired by how girls and women are changing the face of the game, so in this spirit we introduce Cracker Jill to show girls that they're represented even in our most iconic snacks."
Vice President, Marketing at Frito-Lay North America Tina Mahal spoke on the new Cracker Jill snacks saying, "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. Cracker Jack has been part of sports for over a century, as records were made and rules changed. We've been so inspired by how girls and women are changing the face of the game, so in this spirit we introduce Cracker Jill to show girls that they're represented even in our most iconic snacks."
Trend Themes
1. Celebration of Women in Sports - There is an opportunity for brands to create products that specifically celebrate and represent women in traditionally male-dominated industries like sports.
2. Cause-related Snacking - Brands can align with a cause and create limited edition products that donate a percentage of profits to the cause, creating a sense of purpose and community among consumers.
3. Design for Diversity - Designing packaging that showcases diversity and representation can help brands connect with diverse audiences and foster inclusivity and empowerment in the consumer community.
Industry Implications
1. Food and Beverage - Food and beverage companies can explore creating limited edition snacks that align with a cause or are designed to celebrate and represent underrepresented communities.
2. Sportswear and Apparel - Sportswear and apparel brands can learn from Cracker Jack's example by creating products that celebrate and represent women in sports, while partnering with nonprofit organizations to support girls and women in sports.
3. Nonprofit - Nonprofit organizations like Women's Sports Foundation can collaborate with brands to create cause-related products that not only raise awareness and funds for the cause, but also provide visibility and representation for underrepresented communities.
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