Cracker Jack and Ice Cream.
Can you think of two other slices of Americana that tie to baseball any better?
That’s why, as MLB opened the season this week, it was great to see Cracker Jack…with a fun brand play…and Ice Cream…through a new, and yes first ever, brand partnership get some leadoff hits for the new, and much welcomed, baseball season.
First was Cracker Jack, which underwent a limited time but noteworthy shift, rebranding selective packages Cracker Jill for the first time, to again highlight diversity and a nod toward inclusion. The packaging will have the ability to drive storytelling with some slight tweaks of the brand…not an easy thing to do for a massive company like Frito Lay…to drive relevance and conversation around a product few were talking about.
While some may roll eyes at political correctness, the move struck a fun chord for many, and gave baseball even a nice boost given how much the snack is tied to the game through song and tradition. A well timed boost for a longstanding brand.
Then there is ice cream, with Dairy Queen launching a national season-long promotional program not just with the league, but with a wide range of players as well. Dairy Queen will support the alliance with TV, digital and social media that includes marketing with newly signed spokesmen Tim Anderson (Chicago White Sox), Cody Bellinger (Los Angeles Dodgers), Bryce Harper (Philadelphia Phillies) and Fernando Tatis Jr. (San Diego Padres), touching on different demos and marketing initiatives through the campaign.
Even with a slew of new announcements and initiatives coming out in and around the new season, these two represent how even some of the most self evident partnerships can gain traction through creative storytelling and thoughts on brand amplification…maybe peanuts are next?
