As society has become more health conscious, the ‘better for you’ category has emerged. However, human nature assumes a trade-off - if it is better for me it must taste bad. Our challenge was to overcome this instinctive response to popchips - a new healthy, popped potato chip. We were tasked with creating a global campaign platform that would unite the UK & US markets for the first time and bring popchips to the masses.
The answer: ‘enjoy more’ - a distinctive, colourful and bold creative platform celebrating a positive and vibrant approach to life without compromise. Loud, proud and full of flavour. A rallying cry against bland and apologetic ‘better for you’ marketing. We created a visual brand world for popchips that conveyed most of our messages without having to say anything. Bright, bold, positive, optimistic, different, modern. A brand feeling and vibe that had mainstream, universal appeal but a real strength for people who had the same values and attitudes.
We saw 15-20% uplifts in sales by region according to media investment. popchips is now the fastest growing snack brand in the UK and was acquired by KP Snacks in July 2018.
Give us a call to find out how a healthier snack could be viewed as a tastier alternative.
Project Tags
Companies
And Rising
- Advertising
