PepsiCo is bolstering its ‘better for you’ snacking portfolio with the re-launch of its popular Sunbites brand.
The portfolio will see refreshed packaging rolling out in stores in July, supported by a brand new TV advert and integrated campaign.
As the ‘better for you’ segment continues to grow at +3.1%, and the PepsiCo ‘better for you’ portfolio at +5.8% (Nielsen PepView, April 2018), it is the perfect time for Sunbites to tap into consumer demand. The Sunbites brand boasts a high repeat purchase rate, meaning the packaging refresh will give retailers the chance to further capitalise on this.
Through its new positioning, the brand is set to champion the power of a little good through everything it does, highlighting that there is a little bit of ‘taste good’ and ‘do good’ in every Sunbite.
In the animated TV advert, a woman opens her pack of Sunbites and the sun shines and passes on the good, cheering up a man who kicks a football to a young boy who had been engrossed in his phone. The spot was developed using solar power, showing in practice how good grows. With the creative agency having installed solar panels at the brand’s request, all the computers used to create and render the advert have been powered by the sun.
The Sunbites integrated marketing campaign will also include new digital comms, a brand new website, in-store assets and PR campaign.