SunChips Promotes Individuality With 'Be Your Own Wave' Campaign 08/19/2021 – MediaPost

by Steve Ellwanger , 2 hours ago  The first campaign for SunChips in four years is a design-led effort aimed at rejuvenating a brand that’s been around for more than three decades.“Be Your Own Wave” is a play on the whole-grain snack’s unique, curvy shape and a call to action for younger consumers to embrace their individuality.Consumer research led to packaging design changes before the campaign concept was conceived, according to Ciara Dilley, vice president of marketing at Frito-Lay North America.“Design-led thinking is critical for this brand,” Dilley tells Marketing Daily. “When we had done all the visual work, only then did we go to our agency and say ‘now bring us a campaign.’ Once we got that far, it wasn’t hard.”In the core 30-second spot from The Marketing Arm agency, Asian-American actress Deborah Lee Yi takes on the role of Stephanie—who walks along a beach while introducing musician Drew Forde, mural artist Erin Miller Wray and skater/dancer Keon Saghari.advertisementadvertisement The first iteration of “Be Your Own Wave” focuses on artists partly because “they’ve had a really hard time during COVID,” says Dilley. As the campaign progresses, “We can see how we can start to bring even more and more real-life…
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