PLANO, Texas -- The Cracker Jack brand from PepsiCo's Frito-Lay division is unveiling a whole new approach to the “prize inside” fun 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," said 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."
Consumers can search within a package of Cracker Jack to find the Prize Inside sticker and then download the Blippar app available on iOS and Android, scan the Prize Inside sticker and “bring the ballpark to life” on their mobile device.
The four available baseball-themed experiences--Dot Dash, Dance Cam, Get Carded and Baseball Star--allow users to show off their dance moves on a simulated baseball field jumbo screen on their phone, control the outcome of the Dot Race or make himself or herself a baseball star in baseball cards and autographed photos to trade and share.
The Cracker Jack brand has rolled out a restyled logo and packaging. 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 blend of popcorn and peanuts and now contains the new Prize Inside experience.
"We are a brand that authentically reminds people of simpler times, childhood memories and family experiences," said 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."
Cracker Jack is a brand of Plano, Texas-based Frito-Lay, the $14 billion convenient foods business unit of Inc., Purchase, N.Y. PepsiCo generated more than $66 billion in net revenue in 2014, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.
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