Cracker Jack Unveils New Packaging and Mobile Prizes

As the baseball season gets into full swing—from the major leagues to the little leagues—the Cracker Jack brand, from PepsiCo's Frito-Lay division, is unveiling a whole new approach to the Prize Inside with baseball-inspired mobile digital experiences directly from the sticker inside.

"The Cracker Jack Prize Inside has been as much a part of the nostalgia and love for the brand as the unforgettable combination of caramel-coated popcorn and peanuts," says Haston Lewis, senior director of marketing at Frito-Lay. "The new Prize Inside allows families to enjoy their favorite baseball moments through a new one-of-a-kind mobile experience, leveraging digital technology to bring the iconic Prize Inside to life." 

Families can download the Blippar app available on iOS and Android, scan the Prize Inside sticker and enjoy bringing the ballpark to life on a mobile device. The four available baseball-themed experiences: Dot Dash, Dance Cam, Get Carded and Baseball Star allow users to show off dance moves on a simulated baseball field jumbo screen on a phone, control the outcome of the legendary Dot Race or make themselves a baseball star in baseball cards and autographed photos that can be traded and shared with family and friends. Search within a package of Cracker Jack to find the Prize Inside sticker, and access one of these new experiences.

The Cracker Jack brand will also roll out a restyled logo and packaging just in time for the start of the baseball season. The new design features a contemporized red and white striped pattern with a youthful Sailor Jack and his sidekick pup, Bingo, as the logo. Each bag or box holds the same amazing blend of popcorn and peanuts that we all know and love now containing the new Prize Inside experience.

"We are a brand that authentically reminds people of simpler times, childhood memories and family experiences," says Lewis. "With this redesign and new mobile game experience, the Cracker Jack brand embraces a modernized, young-at-heart attitude while keeping that treasured feeling of childhood wistfulness."