Quotes to Grow On
North America, the change is meant to celebrate and honor a new shift in the sports landscape. “What we started to notice is that in the world of sports, the rules have really started to change,” Mahal told Marketing Dive in an interview. “And so there’s this massive transformation taking place. Throughout sports, girls and women are really changing the face of the game.” As niche viewing options expand (such as ad-supported streaming), women’s sports has grown significantly in recent years. Despite the increased viewership, though, there are still many barriers ahead for women’s sports, including lack of exposure and unequal pay. To show their support, each Cracker Jill bag features a woman wearing the iconic Cracker Jack sailor uniform, with Bingo the dog at their feet. In addition, the brand has given a $200,000 donation to the Women’s Sports Foundation. This campaign is about more than baseball, though, according to Mahal. “It really is celebrating women who are athletes, executives, women who now have this seat at the table within sports, and that is really what Cracker Jill is meant to do.” The Frito-Lay marketing team even collaborated with award- winning musician Normani to create a remix of “Take Me Out to the Ballgame,” which celebrates inspirational women. Thanks to effective packaging and its unique place in sports culture, Cracker Jill shows genuine and exciting solidarity for many consumers and sports fans alike.
“I hope I can be the autumn leaf, who looked at the sky and lived. And when it was time to leave, gracefully it knew life was a gift.” –Dodinsky “The best way to predict the future is to create it.” –Peter Drucker
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