Launched in 1991, SunChips was a pioneer brand that broke ground in areas of sustainability. What’s more, for more than 30 years, SunChips was one of PepsiCo/FLNA’s most beloved ‘Better For You’ brands. Though wildly successful, thirty years later sales had matured to a somewhat flat year-over-year state.

The goal was to create excitement, modernity, and renewed interest in the brand in order to create growth within a now-competitive space. For this, our creative team at PepsiCo, Clark McDowall and Chase Design leaned into “Tribe Marketing Principals” and identified an influencer Tribe called ‘Label Breakers’ to lead a brand new positioning called Be Your Own Wave.

This positioning focused on embracing one’s individuality, and the program she built to support this positioning grew the $750 million dollar brand over 3% (over $22 million dollars) in its first year.

In the summer of 2022 we produced a :30 spot with many of our real life ‘Label Breakers’ by partnering with The Marketing Arm.

Elements from the re-positioning included:

· Brand Strategy

· Brand Book

· VIS ID

· Television Advertising

· Digitals including Social Content