Frito-Lay’s Cracker Jack and R&B artist, Normani have joined forces with a new partnership introducing its ‘Cracker Jill’ campaign.
The “Wild Side” singer reimagined the classic “Take Me Out To The Ballgame” jingle with a modern twist and a new music video to celebrate “Cracker Jill.”
“Cracker Jill is Cracker Jack reimagined, and I was excited when this partnership came about because I feel like representation is key. Looking at the design on the packaging, every girl is able to see themselves with Cracker Jill.” Normani told BET. “Coming from a sports background as a competitive dancer and gymnast, it was the perfect opportunity to encourage young girls to be boisterous, fierce, and sexy.
“I had insecurity about being super ripped and muscular at a young age, but my parents encouraged me that I was beautiful. Anything they can do, we can do better,” Normani said.
The opening credits begin with the “Sometimes all it takes to believe you can do something is to see someone who looks like you do it first” quote and an inspiring montage of young women achieving their goals in sports.
Normani takes center base on a baseball field as she performs the modern “Cracker Jill” rendition while wearing a white varsity jacket and light-washed denim. The noticeable lyrical change, “Buy me some peanuts and Cracker Jill,” could be sung amongst crowds at the next game.
“It’s an honor. I really fangirled out when the opportunity came and fangirled, even more, when we shot the music video. I felt so liberated and inspired as well. To be a part of a monumental moment in the transition from Cracker Jack to Cracker Jill and the team trusting me with this message — it was a perfect collaboration,” she said.
Cracker Jills will be a permanent character in the Sailor Jack franchise as an ode to women who surpass blockages in the sports world. Ballpark stadiums will have access to the new caramel-coated popcorn and $5+ donations are now available when purchasing the snack to go towards the Women’s Sports Foundation (WSF).
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“We are constantly inspired by the many women making history by breaking the mold, and we want to celebrate their achievements while supporting the progress,” Tina Mahal, vice president of brand marketing at Frito-Lay North America, said.
“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’ve introduced Cracker Jill to show girls that they’re represented even in our most iconic snacks,” she added.
PepsiCo is donating $200,000 to the foundation supporting women who are changing the game’s face.
“Our Foundation is an ally, advocate and catalyst to help unlock the possibilities in every girl and woman through the power of sport,” Danette Leighton, WSF CEO, said.
“Representation matters – it encourages and inspires the next generation. It’s wonderful to see Cracker Jill come to life, emphasizing the power that representation can have by celebrating women who’ve broken barriers,” she added.
Cracker Jill doesn’t just feature one but five different female characters on the front of each bag. The ‘five representations of women’ were created by artist and model Monica Ahanonu.
Ahanonu started her career at DreamWorks Animation and has embarked on freelancing work with companies such as Vanity Fair, The New York Times, Netflix, Samsung USA, TIME Magazine, Adidas, Sprite, Salvatore Ferragamo, MTV, Shea Moisture, NYX Cosmetics, Simon & Schuster, Adobe and more.
To learn more about Cracker Jill and donate to the Women’s Sports Foundation, visit CrackerJill.com.
