SunChips has been in the news this week. Unfortunately, it hasn’t been because consumers have been raving about their taste.
The Frito Lay brand of multi-grain chips has gone to great lengths to foster a brand image that reflects a commitment to a “healthier you” and a “healthier planet.” They’re manufactured at a solar powered plant in Modesto, California. They’re made with less salt and tout zero grams of trans-fat. The SunChips website and packaging reflect a color palate of warm yellows, sky blues and earthy greens. And in a move to be even more eco-friendly, the chips were recently repacked in 100% compostable bags.
Obviously, a great deal of attention was given to details that are designed to reflect the brand values consistently across a number of consumer touchpoints. But at the moment, consumers don’t associate SunChips with anything that they see or taste.
They associate SunChips with what they hear.