Cracker Jack Seeks Relaunch on Social Media The company is hoping to drum up buzz with its first ad campaign in several years, which will take place on Facebook
By Geoff Weiss
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Cracker Jack, the long-beloved molasses concoction created over a century ago, is about to embark on its first major ad push in recent years -- and it's wagering entirely on social media to get gums snapping.
In a move that illustrates how iconic brands steeped in nostalgia are finding new life on social media, the Pepsi-owned snack company will unveil its Surprise Inside Project tomorrow on Facebook.
"In the past, the way we would have relaunched a brand like Cracker Jack is with a big advertising campaign," Pepsi's senior vice president of marketing, Ram Krishnan, told The New York Times. "But when we talked to who our consumer is, that didn't make a lot of sense because we really wanted to engage in a two-way conversation with them."
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The Surprise Inside Project is inspired, of course, by Cracker Jack's much-adored packaged prizes. The contest asks Facebookers to describe "a small, yet meaningful surprise for your family for $20 or less." The company will choose 200 winners, and deliver each winning entry in a 6x13-inch custom-branded box.
Having spent nominal ad dollars in recent years, reports The New York Times, Cracker Jack is hoping to drum up buzz with the campaign -- particularly among its core consumers of mothers aged 25 to 45.
And to bolster its meager social following -- a mere 104,000 likes on Facebook -- the company is teaming up with mom blogger Liz Gumbinner, who will promote the initiative on her websites and social channels.
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