SunChips Marketing Campaign Brings Light to Its Solar Energy Efforts

SunChips Continues to Live Brightly With New Solar Powered Advertising and

Multigrain SunChips Snacks Made using the Power of the Sun

Apr 03, 2008, 01:00 ET from Frito-Lay North America

    PLANO, Texas, April 3, 2008 /PRNewswire/ -- SunChips, Frito-Lay's
 popular line of multigrain snacks, announced today that it is living up to
 its name by using the power of the sun itself in everything from
 advertising to producing the product. Starting April 21, 2008, a field of
 solar concentrators at Frito-Lay's Modesto, Calif. manufacturing facility
 will officially begin harnessing the power of the sun to help make SunChips
 snacks at that location, marking one more step SunChips is taking toward a
 healthier planet.
     To celebrate this milestone, SunChips is kicking-off a new advertising
 campaign this month to highlight the brand's solar energy efforts and to
 encourage consumers to take their own small steps to live a brighter life.
 National print, online and television advertising rolls out now, and
 SunChips will take an extra special step in honor of Earth Day, April 22,
 2008, by running a solar-powered print ad in newspapers across the country.
 The brand will also debut a solar-powered billboard in the Modesto, Calif.
     "Our new solar-centric campaign provides us with an opportunity to
 creatively communicate SunChips' commitment and continued efforts to
 support green energy," said Gannon Jones, vice president, marketing,
 Frito-Lay North America. "When our consumers choose SunChips snacks it
 represents a small step they are taking toward a better lifestyle. By
 harnessing the power of the sun to help make SunChips snacks, we can now
 inspire them to take a small step toward a better planet too."
     SunChips' national television and print ads will emphasize the brand's
 "Live Brightly" campaign, which focuses on the simple yet powerful idea
 that small steps can add up to have a positive impact on your life as a
 whole. The first-of-its-kind, solar-powered interactive newspaper ad will
 encourage consumers to hold the print ad up to the sun's rays to unveil the
 SunChips message. The solar-powered billboard will reveal the SunChips
 message by casting a shadow changing the look of the outdoor billboard as
 the sun naturally tracks across the sky. The new SunChips brand advertising
 and Web site were created by Juniper Park, Toronto, and OMD in New York is
 handling media buys.
     SunChips will also launch a new Web site at
 this week, including everything from solar energy education to suggested
 small steps visitors can take to live brightly.
     In addition to supporting solar energy, SunChips features on its
 packaging, the Center for Resource Solutions' Green-e(R) symbol, which
 identifies supporters of green energy through the purchase of renewable
 energy certificates (RECs). The RECs purchase matches 100% of the
 electricity needed to produce SunChips snacks in the U.S. Electricity is
 one of several energy sources used to produce SunChips snacks.
     The RECs are part of the PepsiCo RECs purchase, announced last year,
 which matches the electricity use of all of Frito-Lay's U.S.-based
 facilities, including those manufacturing sites that produce SunChips
 snacks. The purchase of RECs helps drive the development of additional
 renewable energy capacity.
     SunChips multigrain snacks, originally introduced in 1991, contain
 whole grains, 0 grams of trans fats, and are made with Sunflower Oil.
 SunChips, available in Original, Harvest Cheddar, French Onion and Garden
 Salsa flavors, provide 18 grams of whole grains per one ounce serving from
 a blend of corn, oats and wheat. The Modesto, Calif. plant is one of seven
 Frito-Lay plants across the country that make SunChips snacks.
     Frito-Lay North America is the $10 billion convenient foods division of
 PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay,
 PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.

SOURCE Frito-Lay North America