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First SunChips Ads In Four Years Hope To Rejuvenate The Brand

August 19, 2021: 12:00 AM EST
The “Be Your Own Wave” campaign theme – a play on the Frito-Lay whole-grain snack’s rippled  shape – urges younger consumers to embrace their individuality. Developed by the Marketing Arm agency (Omnicom Group) after extensive consumer research, the first 30-second spot focuses on artists who’ve had a tough time during the pandemic. The concept will be expanded to “more and more real-life consumers” eventually. For now, the campaign uses only digital media.
Steve Ellwanger, "SunChips Promotes Individuality With 'Be Your Own Wave' Campaign ", Marketing Daily, August 19, 2021, © MediaPost Communications
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