In its literal form, “crackerjack” means exceptionally good, but most people think of the snack product when they hear that term. I wanted some Cracker Jack for a baseball-themed meeting and had to resort to ordering it online since I could not find it in a store. Cracker Jack – a staple of every Christmas stocking, camping trip and of course baseball game of my childhood, has become very difficult to find.
It may not be prevalent in stores, but it’s still available, as it has been since 1896. Some consider it to be the original junk food! What has kept Cracker Jack around this long, in my opinion, is the famous line in the “Take Me Out to the Ballgame” song that first came out in 1908. For over a decade, this immortal tune has kept Cracker Jack in the public consciousness.
When I was a frequent consumer, Cracker Jack consisted of “candy-coated popcorn, peanuts and a prize” (sung to a catchy jingle), but today it is caramel-coated popcorn and a download to a free game. Since 2016, there has been no prize inside. Maybe it isn’t nostalgia or its links to baseball that have created its longevity, rather a willingness to evolve with the times.
A plastic ring used to be coveted, but now would be tossed aside as trivial. Better to engage consumers with a link to a digital experience and foster ongoing engagement with the brand. So today, after finishing your snack, you can “blipp a surprise” and play any of several augmented reality games that appear in the app after you scan the Cracker Jack icon.
How can you take a lesson from Cracker Jack and keep your eye on the real prize? Their aim is 120 more years of making popcorn snacks, not of distributing plastic tokens. You can let go of anything, even something as integral to your product as the “prize inside.” Don’t let the past prevent you from having a future.