I love just about anything salty...and chips are one of my greatest weaknesses. Forget the ice cream. If you put a bag of chips in front of me it takes all the power inside of me to not make it a meal.
One of the many brands I love is SunChips. Maybe it's a perception that they are healthier than those greasy chips, and probably it's the flavor, but they are just yummy.
This week as I was thumbing through the newspaper, I came across a "solar" ad and it caught my attention. It instructed me to tear out the page and hold it up to the sun. I turned the page, and the advertising message was written backwards on the flip side. It was an ad for SunChips.
As of April 22 (Earth Day for those of you who aren't plugged in...) their Modesto plant is using solar energy to make their SunChip snacks. Oh glory be! Not only can I eat a healthier snack, I can also feel good that this company is doing its part for a healthy planet. Double non-guilt!
The print campaign uses a hand-written font and little sketches depicting the ingredients and health benefits of the chips. The photography is well done and the television ad art direction is quite beautiful. Beyond the campaign, it's interesting to me to see how they are using this idea of the sun as the core branding concept in their marketing, and now also in their operations. This is what branding is about - and here we see it in action through experiencing a bag of chips.
A very clever ad campaign and strong branding effort...
--C.L.C.
