Morsels making brand history: On this day, in 1912 was the first time Rueckheim Bros. & H.G. Eckstein, owners of Cracker Jack decided to put a surprise in every box of their nutty, caramel popcorn concoction.

Until that time, the snack candy company was finding difficulty positioning themselves in their respective market – finding their product a mere commodity in the consumers’ eye…

Why? There wasn’t a hook. There was no UNIQUE brand advantage.

Enter the hook – A Surprise In Every Box! What kid (let alone most adults) don’t like a fun surprise – guaranteed?!?

And the rest is tasty history.

How many brands can guarantee that kind of draw? What brand can cement itself in the pop culture lexicon by adding one simple surprise? Ever sing “Take Me Out to the Ball Game?” (make sure you turn up the volume)

What surprise does your brand offer? Can you think of one thing to add (a surprise in your brand box) that would catapult your brand like Cracker Jack?

Food for thought…

Keep Cooking!
Andrew B. Clark
The Brand Chef
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  1. You’re cookin’ on this one. I’m wondering if meeting expectations might be a nice start. It’s sad when consumers buy something and what they have purchased simply fails to live up to the hype… Neat post… So, what are the Cracker Jack brands today?

  2. Thanks, Michael! It’s always good to have you ’round the table…

    For me, Cracker Jack brands are the ones that surprise me by exceeding expectations. Simple customer service (sadly) these days is a bonus. Today, it’s JiffyLube for filling my tires to the correct pressure at no charge and nothing else…

    When was the last time someone took a company up on the “Satisfaction Guaranteed” seal on their packaging? A great question to take from this…

    Keep Cooking – surprising brand experiences!BR/Andrew