Sun Chips

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Sun Chips

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

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