dadasd 

And Rising

Core disciplines: Advertising/Creative, Brand strategy, Branding / design

 

POPCHIPS 'enjoy more'

OVERVIEW

popchips, a popped, not fried potato chip founded in 2007 in California by Keith Belling, are on a mission to revolutionise the snacking market. 

We were appointed last year as lead strategic and creative agency across the UK & US to grow the brand in both markets. 

Our first task was to create both brand and campaign consistency as their previous communication was haphazard and people were confused what the brand stood for. 

We needed a brand idea that would engage and excite their ‘busy balancer’ 18-34 year old female audience.

THE CHALLENGE

People perceive ‘better for you’ products as lacking in flavour and excitement. 

 

THE ANSWER

'Enjoy more'. 
A rallying cry against the bland, apologetic and permissive better for you category. In response, popchips create snacks that are full of flavour but never fried. Celebrating a positive, vibrant and colourful approach to life. Feeling good on the inside, feeling awesome on the outside. Enjoying more of what you love. 

Our second task was to create a highly salient, integrated campaign across OOH, digital, social, PR and point of sale collateral in order to significantly shift low awareness levels. 

Our first global integrated campaign has just launched in the UK. The campaign is a visual representation of the enjoy more spirit and brings to life the popchips flavours in  a bright, bold, colourful and fun way. 

   BBQ               “MC"               “Buffalo" 

AMBITION:

Number 1 better for you brand in the UK & US

BARRIERS TO GROWTH:

Inconsistent & confused brand

Low awareness

NEED:

A highly salient, consistent and integrated global brand platform 

ROUTE TO GROWTH:

Enjoy more: a bold, colourful rallying cry against the bland better for you category 

GROWTH:

23% uplift in prompted awareness

0Shares  Twitter   LinkedIn   Facebook   Google+   Send to a friend 
Interact with And Rising