Our Sustainable Brand Journey Sun Chips and PepsiCo
Our Sustainable Brand Journey June 2, 2009
"The ultimate test of man's conscience  may be his willingness  to sacrifice something today  for future generations ...
Sustainability is Front & Center  for PepsiCo and Frito Lay Attract, retain and develop world-class talent Be responsible ...
Agenda <ul><li>Brand History </li></ul><ul><li>Our Sustainability Journey </li></ul><ul><ul><li>Launching Solar </li></ul>...
SunChips History <ul><li>Launched in 1991 </li></ul><ul><li>Strong Health Credentials </li></ul><ul><ul><li>18 grams of wh...
Executive Summary Nutritional Credentials
Consumer Insight “ SMALL STEPS” When I break things down into small, manageable pieces I am more likely to succeed
Small Steps TV Ad
 
Our Mission: Create the perfect snack –  good for me and the planet
I.  Launching Solar
Earth Day 2008
Insert 2008 Sizzle Reel
Industry Recognition
2009 Campaign
2009 Television Ads
Show Sun Sweep, T-Shirts
<ul><li>SunChips invested to rebuild Greensburg, KS in an eco-friendly way </li></ul><ul><li>Town destroyed in 2007 by tor...
Bringing it to Life SPONSORSHIP SALES FORCE INTEGRATION CONSUMER STEPS MEDIA
Show Green Effect Video
Inspiring Consumers’ Steps <ul><li>Five $20K grants </li></ul><ul><li>High Profile Prizes </li></ul><ul><li>“ Green” Judge...
III.  Transforming Our Packaging
Our First Step <ul><li>This past March, 33% of every large size SunChips® bag is made with renewable, plant based material...
What Composting Looks Like March 18 March 4 February 25 February 11 January 27 January 22 January 5 December 22
 
If you want one year of prosperity plant corn. If you want ten years of prosperity, plant trees. If you want one hundred y...
Creating Awareness Advocacy/Education Customer Partnerships
“ Throughout the centuries there were men  who took first steps,  down new roads,  armed with nothing but their own vision...
 
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Sun Chips: Our Sustainable Brand Journey

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In 2007, SunChips was successfully repositioned as a snack brand that is better for you and better for the planet. This presentation by Chief Marketing Officer Thomas Oh, will highlight the motivation and strategy surrounding this decision, and the resulting brand innovation and marketing initiatives that were launched to both build and communicate the brand's authentic steps towards becoming the preeminent sustainable snack. Includes the history of SunChips, various advertising and cause marketing campaign videos and creative print ads, and the story behind the compostable bag. But more than that, it's about a holistic, integrated brand identity and its communications strategy.

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  • Performance dimension: Consistent and sustained profitable growth Purpose dimension: Human sustainability The products we make Former CSD and salty snack portfolio now spans fun-for-you treats to healthy eats Environmental sustainability The planet we nurture Focus on reduction, conservation and replenishment of the precious resources in the communities in which we live and work. Talent sustainability The people we cherish Attract, hire, develop, reward and retain best and brightest Continue to enhance our diverse and inclusive workforce
  • We have a great reel here to show you, that summarizes the solar and environmental efforts of SunChips in 2008 As you’ll see, the energy and consumer excitement generated by this brand doing something big for the environment and the world we live in is exactly what we mean when we say performance with purpose…
  • We have a great reel here to show you, that summarizes the solar and environmental efforts of SunChips in 2008 As you’ll see, the energy and consumer excitement generated by this brand doing something big for the environment and the world we live in is exactly what we mean when we say performance with purpose…
  • We have a great reel here to show you, that summarizes the solar and environmental efforts of SunChips in 2008 As you’ll see, the energy and consumer excitement generated by this brand doing something big for the environment and the world we live in is exactly what we mean when we say performance with purpose…
  • Everything is a choice. And every choice each of us makes, whether it’s intentional or not, has an effect on the planet. In 2010, SunChips will challenge people to make a positive choice. Each of us has the power to be part of the solution. We will show how Choices can set an example to others. Choices can inspire. choices can be contagious. And millions of choices can add up to a huge impact.
  • The work we did with our brand lover validated that the core consumer insight behind small steps still holds true. But the real insight was actually deeper.
  • Sun Chips: Our Sustainable Brand Journey

    1. 1. Our Sustainable Brand Journey Sun Chips and PepsiCo
    2. 2. Our Sustainable Brand Journey June 2, 2009
    3. 3. &quot;The ultimate test of man's conscience may be his willingness to sacrifice something today for future generations whose words of thanks will not be heard.” — Sen. Gaylord Nelson Founder of Earth Day
    4. 4. Sustainability is Front & Center for PepsiCo and Frito Lay Attract, retain and develop world-class talent Be responsible stewards of our planet’s resources Nourish consumers with a range of products
    5. 5. Agenda <ul><li>Brand History </li></ul><ul><li>Our Sustainability Journey </li></ul><ul><ul><li>Launching Solar </li></ul></ul><ul><ul><li>Humanizing Green </li></ul></ul><ul><ul><li>Transforming Our Package </li></ul></ul>
    6. 6. SunChips History <ul><li>Launched in 1991 </li></ul><ul><li>Strong Health Credentials </li></ul><ul><ul><li>18 grams of whole grains per serving </li></ul></ul><ul><li>Growth accelerated with trend to H&W </li></ul>
    7. 7. Executive Summary Nutritional Credentials
    8. 8. Consumer Insight “ SMALL STEPS” When I break things down into small, manageable pieces I am more likely to succeed
    9. 9. Small Steps TV Ad
    10. 11. Our Mission: Create the perfect snack – good for me and the planet
    11. 12. I. Launching Solar
    12. 13. Earth Day 2008
    13. 14. Insert 2008 Sizzle Reel
    14. 15. Industry Recognition
    15. 16. 2009 Campaign
    16. 17. 2009 Television Ads
    17. 18. Show Sun Sweep, T-Shirts
    18. 19. <ul><li>SunChips invested to rebuild Greensburg, KS in an eco-friendly way </li></ul><ul><li>Town destroyed in 2007 by tornado </li></ul><ul><li>Leo Dicaprio producing Reality Series on Discovery documenting rebuild </li></ul>II. Humanizing Green
    19. 20. Bringing it to Life SPONSORSHIP SALES FORCE INTEGRATION CONSUMER STEPS MEDIA
    20. 21. Show Green Effect Video
    21. 22. Inspiring Consumers’ Steps <ul><li>Five $20K grants </li></ul><ul><li>High Profile Prizes </li></ul><ul><li>“ Green” Judges </li></ul><ul><li>6 week entry period </li></ul>
    22. 23. III. Transforming Our Packaging
    23. 24. Our First Step <ul><li>This past March, 33% of every large size SunChips® bag is made with renewable, plant based materials </li></ul>
    24. 25. What Composting Looks Like March 18 March 4 February 25 February 11 January 27 January 22 January 5 December 22
    25. 27. If you want one year of prosperity plant corn. If you want ten years of prosperity, plant trees. If you want one hundred years of prosperity, educate people. – Chinese Proverb
    26. 28. Creating Awareness Advocacy/Education Customer Partnerships
    27. 29. “ Throughout the centuries there were men who took first steps, down new roads, armed with nothing but their own vision.” — Ayn Rand
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