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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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Our Sustainable Brand
Journey
Sun Chips and PepsiCo
Our Sustainable Brand Our Sustainable Brand JourneyJourneyJune 2, 2009June 2, 2009
"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
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
Agenda
• Brand History• Our Sustainability Journey
– Launching Solar– Humanizing Green– Transforming Our Package
SunChips History
• Launched in 1991• Strong Health
Credentials– 18 grams of whole grains
per serving
• Growth accelerated with trend to H&W
Executive SummaryNutritional Credentials
“SMALL STEPS”When I break
things down into small, manageable pieces I am more likely to succeed
Consumer Insight
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
• SunChips invested to rebuild Greensburg, KS in an eco-friendly way
• Town destroyed in 2007 by tornado
• Leo Dicaprio producing Reality Series on Discovery documenting rebuild
II. Humanizing Green
SPONSORSHIP
SALES FORCE INTEGRATION CONSUMER STEPS
MEDIA
Bringing it to Life
Show Green Effect Video
Inspiring Consumers’ Steps
• Five $20K grants
• High Profile Prizes
•“Green” Judges
• 6 week entry period
III. Transforming Our Packaging
Our First Step
• This past March, 33% of every large size SunChips® bag is made with renewable, plant based materials
What Composting Looks Like
March 18March 4February 25February 11
January 27January 22January 5December 22
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
Creating Awareness
Advocacy/Education
Customer Partnerships
“Throughout the centuriesthere were men
who took first steps, down new roads,
armed with nothingbut their own
vision.”
— Ayn Rand
