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# “Culture changes” lead to Cracker Jill sharing spotlight with Sailor Jack
- URL: https://capitolcommunicator.com/culture-changes-lead-to-cracker-jill-sharing-spotlight-with-sailor-jack/
- Published: 2022-04-10T18:50:59.000Z
- Updated: 2022-04-10T18:51:54.000Z
- Author: Capitol Communicator
- Tags: B to C, Insights, #wp-top-center-sponsored, #Import 2026-10-08 18:52

**Sailor Jack has been Cracker Jack’s main mascot for more than a century** but, states Adweek, as the 2022 Major League Baseball season gets underway, that will no longer be the case.

The Frito-Lay-owned [snack brand](https://www.adweek.com/brand-marketing/how-cracker-jack-became-the-longest-running-product-placement-in-u-s-history/?ref=capitolcommunicator.com) is unveiling [Cracker Jill](https://crackerjill.com/?ref=capitolcommunicator.com), an assortment of five female characters designed to represent the diversity of women in the United States.

Tina Mahal, vp of brand marketing at Frito-Lay North America, said that as [culture changes](https://www.adweek.com/brand-marketing/the-future-of-womens-football-is-wide-open-for-new-brand-partnerships/?ref=capitolcommunicator.com) and [interest in women’s sports grows](https://www.adweek.com/convergent-tv/espn-leverages-new-march-madness-branding-to-grow-womens-basketball-audience/?ref=capitolcommunicator.com), it’s time for Sailor Jack to “share the spotlight with Cracker Jill, who will come to life in a number of different ways,” adds Adweek,

Mahal noted the company plans to make Cracker Jill a permanent face of the brand moving forward.

More [here](https://www.adweek.com/commerce/cracker-jack-cracker-jill-baseball-women-in-sports/?ref=capitolcommunicator.com).