Dive Brief:
- Cracker Jack, the all-American snack that dates to 1896, is launching a social-media advertising campaign aimed at Moms aged 25 to 45.
- The move is a departure for the popcorn and peanut mix. Cracker Jack has done very little advertising of any kind in recent years.
- The move also poses a challenge for the Frito-Lay brand. Cracker Jack has not amassed much of a social-media following.
Dive Insight:
Cracker Jack holds a unique position in American life. And it's not necessarily an enviable position.
The brand is closely tied to American's pastime -- baseball. It's immortalized in the song "Take me out to the ballgame," and is sold at ballparks today just as it was when Babe Ruth and Ty Cobb still played the game. In other words, Cracker Jack is linked to a sport that sometimes lacks the sort of young-person appeal of sports tied to adrenaline-focused Red Bull.
Learning to translate the marketing power of nostalgia and baseball into something that resonates with young Moms won't be easy.