Can A Chip Be An Accidental Revolutionary?

Will you choose SunChips because they’re made with solar power? The Frito-Lay division of PepsiCo certainly hopes so.
According to The New York Times, a 10-acre “farm” of solar collectors is being installed at the Modesto, Calif. plant, to provide up to 75 percent of the energy needed to produce the product.
The plant, one of seven in the United States that make SunChips, is scheduled to start using solar power on Earth Day, April 22, as part of ambitious efforts by Frito-Lay and PepsiCo to convince consumers that the companies care about the environment.
Those measures include buying renewable energy credits, a move that is being promoted on packages of SunChips. The company is also rethinking manufacturing processes to use less water and power and is installing fuel-efficient ovens.
This effort seems sincere, and from a branding perspective you couldn’t find a more perfect product than SunChips. Solar is built in to the snack’s identity.
[NOTE] We previously posted about PepsiCo’s efforts in this area last November.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.