Sunchips: Becoming a Pre-eminent Green Brand
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | April 2008 – June 2009. |
Start of Advertising/Communication Effort: | April 1,2008. |
Base Period for Comparison: | April 2007 – March 2008. |
a) Synopsis of the Case
This is the story of the transformation of SunChips from a healthy snack into a leading green brand. It is about a brand facing competitive threats and changing social attitudes, and responding in a way that carves out a whole new leadership position. It is also the story of a small Canadian agency leading a major initiative for a large US client....