Consumers will tell you the most important benefit in a snack food is of course taste. But it's not really a differentiator. All chips taste good to someone. Whether it's the greasy salty goodness of original Lay's or the spicy hit of Dorito's 1st Degree Burn Blazin' Jalapeno, there's a flavor that appeals to someone, but no flavor that's everyone's favorite.
Sun Chips, while making a very tasty chip, decided to focus on a secondary benefit and determined that they should be the "environmentally responsible" chip. What this has allowed them to do is create a campaign that separates them from the pack and be meaningful to a significant portion of the population.By communicating about things like their solar powered plant in Modesto and new compostable packaging, they've created an idea for the brand that goes beyond taste and are connecting with people on an emotional level. Which only proves that sometimes it's the feather that tips the scale.
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case in point: i really don't like sunchips, but i really like their compostable pacakaging. the bags are incredible: they feel substantial; they're crackle like a fireplace when you open then. sometimes it's not the product that speaks most loudly. i don't buy them myself, but i've been telling everyone who wants a chip to go this route.
ReplyDeleteThanks for the comment. That's why it's important to consider the whole product experience, not just the part we think is most important.
ReplyDeleteGreat description of the bag opening. I noticed how different it was when I picked it up off the shelf.