The Sun Chips brand launched in 1991 as a healthier snack alternative and saw growing popularity in the early 2000s. To expand its appeal, Sun Chips launched the "Live Brightly" campaign in 2006 focusing on small steps consumers can take to live more positively. The campaign promoted both healthier eating and environmental sustainability. It was a success, driving 17.6% sales growth in 2008 and tripling household penetration within four years.

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

6. HEALTHIER YOU HEALTHIER PLANET

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?