Sunbites: A new masterbrand platform in a crowded aisle
A Little Bit Of Sun In Every Bite
Sunbites is a ‘better for you’ choice, situated in an aisle of unhealthy snacks, with much larger marketing budgets that us. The brand was drowning, and needed a new masterbrand platform that would encourage trial, whilst conveying that the suite of products are a healthier choice.
A Little Bit of Sun In Every Bite is a platform that went back to Sunbites’ fundamentals, the sun. That big flaming orb of fire that keeps us all alive and grows all the good stuff found in Sunbites snacks.
This idea (and script) was bought in the first presentation (!) and was the highest performing commercial in PepsiCo testing, increasing the brand’s awareness by 70%.
One step closer to creating a Pixar film.
If you’re after a pun about the sun, look no further…
Special Build OOH
Solar panels on the top of bus shelters would collect power during the day for heaters in the evening, representing one of the many reasons Sunbites loves the sun.
A Modular Approach
For year 2 we were able to use the same animation framework, to create dynamic pieces of content relevant to each snack.
Creative Director: Ben Clare & Darren Wright
Copywriter: Celia Mortlock
Art Director: Mick Pollard