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SunChips to Launch 100% Biodegradable Bag
April 17th, 2009
April 17, 2009 – SunChips launches a time-lapse video ad of its new biodegradable packaging and shows the proof is in the composting. (via MediaPost)
In support of the company’s announcement to release of a fully compostable bag by 2010, SunChips is launching a year-long print, TV, and online marketing campaign that is anchored by a time lapse video ad that wraps up the 14-week decomposition of the 100% biodegradable bag in 45 seconds.
Thomas Oh, director of the SunChips brand says that the packaging re-design was in response to consumer interest. "Our consumers very much want a healthier snack, and we realized a couple of years ago that those same consumers have an interest in what's healthy for the planet," he tells Marketing Daily. "From an organizational standpoint, SunChips is the lead brand for communications around sustainability initiatives." (Note: You can hear the full SunChip’s sustainable brands story from their brand driver, Thomas Oh, and speak to him about his experience, at Sustainable Brands’09.)
Roll-out of the ad will run during the week of Earth Day 2009 running on prime time TV on April 21, and then making the usual online tour with homepage features on several social networking websites.
SunChips says it is also partnering with National Geographic on an online campaign inspired by the video that encourages people to submit their own sustainability success stories and enter for a chance to win $20,000 funding to implement their project and be featured in the publication.
View the SunChips ad here:
In addition to video, print ads which feature samples of the packaging material will run in People Magazine, and a national point-of-purchase campaign has already begun giving consumers instructions on how to compost the bag.
SunChips have long considered environmentally friendly options for producing and packaging its product. Frito Lay says it intends to roll the plant-based packaging material out to all products in time. "Right now, we are literally inventing the technology, and there is just not enough material in existence for the entire portfolio. As we continue to develop and invest behind technology, the economies of scale will enable this to be spread across the rest [of Frito Lay's product line]," says Oh.