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Sun Chips



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  • 1. The Power of Small Steps Enables Consumers to Live Brightly
  • 2.
    • Product launched in 1991 as an healthier snacking alternative
    • As the millennium began, Sun Chips popularity grew with growing interest in BFY snack products
    • 2006, Sun Chips had a loyal, but small, fan following but needed to expand their appeal
    • Marketplace cluttered with BFY messages, creating indulgence and avoidance among consumers
  • 3.
    • The keys to ongoing success for the Sun Chips brand were identified;
      • Grow penetration of the brand
        • Identify loyalist motivations to tap into new consumer base
        • Leverage what the brand stands for, what the product is, without repositioning or reformulating
      • Enhance the brand to iconic status
        • Understanding and communicating the philosophy the brand embodies
  • 4.
    • “ The power of small steps to create positive change”
      • Optimistic and inspiring philosophy for the brand, all founded in the idea of the power of small steps
    • Campaign executed across all major consumer touch points and brought to life in each medium in two ways;
      • Healthier You
        • Support the product benefit of 18gr of whole grains as a positive step
      • Healthier Planet
        • Inform consumers of the small steps Sun Chips is taking towards sustainability
  • 5.  
  • 6.
  • 7.  
  • 8.  
  • 9.  
  • 10.
    • Are you living brightly?  Living brightly means taking steps (however small) that will help you see yourself and your world more positively - a little more brightly. Join us at LiveBrightly.com .
  • 11.
    • The results of the “Live Brightly” campaign have been dramatic
      • Sales grew 17.6 percent to $201.8 million in 2008
      • Tripled household penetration in the past four years
    • Sun Chips is driving aggressively to do more for the environment
      • Frito-Lay is working to invent the first completely biodegradable bag
        • Promised to give away the technology to all competitors
  • 12.
    • 1. Even an older brand can remake itself.
      • It’s never too late to teach an old brand new tricks
      • Sun Chips simply stretched what it could mean as a brand and discovered insights into what its core target market found meaningful
    • 2. “Marketing” means much more than advertising.
      • It is remarkable that the campaign was able to impact how a factory was powered
      • It got consumers talking, and that kind of WOM is priceless
    • 3. Actions speak louder than words.
      • Understood that today’s consumer is skeptical of claims, so it had to take big actions to win
      • Sun Chips actually did something to show what they stand for as a brand, rather than creating advertising that talks about it
  • 13. Questions?