SunChips - live brightly campaign: the power of small steps enables consumers to live brightly

A 2007 campaign for SunChips multigrain snack (Frito-Lay). Objectives: grow penetration by attracting a wider user base; enhance brand values to become an iconic brand.

SunChips Live Brightly Campaign - The Power of Small Steps Enables Consumers to Live Brightly

BUSINESS SITUATION

When SunChips was introduced in 1991 as Frito-Lay's multigrain snack it was ahead of its time – a time when whole & multi-grain snacks were mostly for health fanatics and could only be found in specialty grocery stores. Thus, SunChips grew slowly biding its time throughout most of the 90's. As the new Millennium began, SunChips began to grow with the rising popularity of grains and the growth in interest in better-for-you snack products. Without marketing support, the brand propelled through most of...

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