Be Your Own

Wave Campaign
By Sydney and Kim
Background
-PepsiCo purchased Frito-Lay in 1965

- Frito-Lay produces SunChips

- Sun chips launched 1991

“At Sunchips we believe being different is good that’s why we created tasty one-of-a-kind chips that take
snacking form ho-hum to oh yeah”

-SunChips are also featured in the snack “Munchies”

Whats the Campaign?
- First campaign in 4 years

-The purpose was to celebrate the power of individuality in people

-They wanted to recognize their fans individuality, uniqueness, and showing diversity throughout campaign

- “There’s no chips like SunChips. And no one like you.” their message for campaign

-The campaign was launched and based around there new flavor Chili Lime

-The campaign included 3 artist:

- Keon Saghari

-Drew Forde

-Erin Miller Wray

Campaign Video

https://youtu.b
e/3s8yGFu_dJ
Y
Importance to Campaign

-They wanted to embrace the individuality of people because of the individual chip being unique with its
wavy shape.

-SunChips are a world wide snack that has been around for decades, so the brand wanted their consumers
to relate to the campaign by showing the different talents each person had relating to them being their own
self

-The brand also partnered with ELEANOR, which is a black female-owned production company in the U.S.

-Sunchips also worked with Ezra Hurwitz for the campaign.

​SunChip Bags were too noisy?

-In 2009 all the bags were switched to biodegradable bags

- The problem?
- The noise of the bag — due to an unusual molecular structure that makes the bag more
rigid — has been compared to everything from lawnmowers to jet engines (Horovitz,
2013)
-SunChips sales went down 11% in 52 weeks
-Announced the making of a quieter bag that is still biodegradable
- More conflict?
Yikes.
 Success?
- Sun Chips saw a 60% increase in overall traffic to its website

- A 94% increase in social media engagements on owned posts.

- They had over 1.7 million views on the youtube campaign video

- Their Instagram has been posting the campaign ad several times in August and September a week to

raise awareness for the campaign

- They had shared and earned media through Drew, Erin and Keon posting the campaign on their

instagram
Discussion Questions

● Do you think SunChips could of used macro influencers (mainstream artists) in the campaign
to gain more shared media?

● Do you feel this campaign successfully targeted the message of individuality? If not, what
could they have done differently?