From Decoder Rings to Diamond Rings: Cracker Jack Brand Celebrates 100 Years of ‘A Prize in Every Box’

Over the past 100 years, excited kids of all ages have dug their hands into boxes of Cracker Jack and pulled out more than 23 billion prizes, which included miniature books, decoder rings, temporary tattoos and baseball cards. To celebrate the 100th year of offering “a prize in every box,” Cracker Jack’s parent, PepsiCo’s Frito-Lay division, is partnering with Walgreens to offer the ultimate Cracker Jack prize – a diamond ring valued at $1,000.

Unlike Willy Wonka’s golden ticket, the Cracker Jack prize, sadly, has no factory tour or the potential of meeting a team of Oompa Loompas.

Beginning November 1 and running through January 31, 2013, 30 lucky Cracker Jack fans will find winning tokens for the “Diamond Giveaway Prize of a Lifetime” in specially marked 2 7/8 oz. bags of Cracker Jack Original Caramel Coated Popcorn & Peanuts and Cracker Jack Butter Toffee snacks at participating Walgreens stores. Tokens may be redeemed at Cracker Jack Diamonds.

“With this promotion, we’re celebrating 100 years of Cracker Jack prizes by taking the in-package prize experience to a whole new level,” said Alanna Cotton, senior director of business development for Growth Ventures, Frito-Lay North America.

The snack itself dates back to 1893 and was named Cracker Jack in 1896. But the iconic Cracker Jack “a prize in every box” program was first introduced in 1912 as a way to bring fun and excitement to the Cracker Jack snacking experience.

Cracker Jack first worked its way into pop-culture consciousness more than 100 years ago, thanks in part to Jack Norworth’s 1908 song “Take Me Out to the Ball Game,” with its famous line, “Buy me some peanuts and Cracker Jack.”

Cracker Jack is expecting to sell 2.06 million bags over the promotion period, during which 30 people will claim their diamond rings (or opt for a $750 cash prize instead). The odds of finding the diamond ring token are 1 in 68,836.

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