This new Cracker Jill packaging is being launched as part of the brand's mission to put girls and women athletes in the spotlight as a way to help inspire the next generation of sports enthusiasts. The packaging is slated to start hitting store shelves next year and comes as part of the brand's I Am Cracker Jill Award, which will provide $5,000 to nine finalists to support their sports dreams. One of the finalists includes Paralympic medalist and wheelchair basketball player Lindsey Zurbrugg who will make their debut on the snack next year.
Vice President of Marketing, Frito-Lay North America Leslie Lindsey spoke on the Cracker Jill packaging saying, "We selected Lindsey to become the first real athlete in the brand's history to join the Cracker Jack roster so that girls nationwide will be inspired to keep playing and keep achieving when they see Lindsey's story on our bags in stores and in stadiums."
Key Themes Behind This Trend
- Athlete-celebrating Packaging
- Opportunity for brands to create packaging that highlights and celebrates athletes, inspiring the next generation of sports enthusiasts.
- Women in Sports Empowerment
- An emerging trend of brands promoting women in sports through packaging and initiatives, providing inspiration and support to female athletes.
- Inclusive Marketing
- Brands embracing inclusivity by featuring athletes with disabilities in their packaging and campaigns, promoting diversity and representation in the sports world.
Where This Applies
- Snack Food Packaging
- Opportunity for snack food brands to create innovative packaging that highlights athletes, appealing to sports enthusiasts and empowering women in sports.
- Sports Apparel and Merchandise
- Opportunity for sports apparel and merchandise brands to collaborate with snack food brands for co-branded products that celebrate athletes and empower women in sports.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to develop campaigns that promote inclusivity, inspire the next generation of athletes, and support women in sports.
