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Asked to develop a campaign backing women’s equality in sports, PR agency Ketchum decided to give the beloved mascot of Frito-Lay’s 125-year-old Cracker Jack brand an empowering makeover. The team reimagined “Sailor Jack” as “Cracker Jill” for an initiative timed to the new Major League Baseball season.
“From the moment they pitched the idea, we saw the vision and knew it wasn’t a matter of if we should do it, but how quickly we could get started,” Tina Mahal, VP of marketing at Frito-Lay North America, tells Muse. “Reimagining an iconic brand is never easy, but the response has been overwhelmingly positive—and this is just the beginning for Jill.”
