New American print ads for Frito-Lay‘s Sun Chips mark the next phase of the brand’s green campaign from Toronto agency Juniper Park.
The national U.S. campaign launched in February to promote its fully compostable packaging with television work showing consumers covering up a litter-filled landscape with pictures of more natural scenes.
The compostable bag is again front and centre in print ads that also use the brands tag line: “Change is Irresistible.”
“We have historically talked about ‘living brightly’ as an attitude, but now we have a more progressive stance around being part of the change process,” said Gannon Jones, vice-president, marketing at Frito-Lay North America. “Our bag is our step towards change, and we’re challenging others to make changes as well.”
The compostable bag first appeared on television last year during the April 21 episode of American Idol–the day before Earth Day. It was a one-time airing that was meant to “spark a discussion” and garnered an “exceptional” response. The ad migrated online and “within a matter of weeks had generated more than 100 million media impressions.”
Jones said the new work is a refinement of last year’s campaign and now targets a slightly younger demographic with a bolder tone.
The company believed developing the compostable bag was “a bold initiative… So we felt there was an opportunity to dial up the confidence and boldness of the way we communicate.
“But we’ve also refined our understanding of our core consumer and what really matters to them, so there’s been a conscious shift to move our bull’s eye a little bit younger to that late-Millennial, late-20s target.”
For that reason, youth-focused publications such as music magazine Spin have been added to the media plan.
Social media has also become a larger part of marketing efforts. The brand has been present on Facebook for some time, but with the February campaign launch, “we’ve been aggressively building that. Last month, Sun Chips was one of the top five growth brands on Facebook in terms of fan acquisition. We had a big effort around Earth Day promoting our bag.”