Extraordinary pleasures

Sunbites owner PepsiCo was frustrated that despite an outstanding product is was struggling to share in the fast-growing market for healthy snack foods. We identified the problem: the brand had been labouring its whole grain credentials and become worthy, bland and just a bit dull. We injected a big bright sunburst, changed the focus of the messaging from ‘healthy balance’ to ‘YUMMY’ and introduced the idea that eating wholegrain could easily be a pleasure rather than a punishment.

Sales grew by 84% and the brand is still growing… Our success was rewarded with a Design Effectiveness award and we confess we allowed ourselves a ‘tiny moment of extraordinary pleasure”.