Many people in today’s world are “going green” or in other words, becoming more environmental friendly. Sun Chips, which are made by Frito Lay, are now paving the way for more environmentally friendly packaging and products with their new 100% compostable chip bag. These chips are now not only healthier than the average snack, but they are also better for the environment. I found an ad for these 100% compostable Sun Chips bags in the April 2010 issue of National Geographic, which I believe to be a perfect magazine for this advertisement. The kind of people that read National Geographic are most likely outdoorsy type people who care about both the environment and their health. The majority of the other ads in this magazine all have an environmental friendly appeal, which gives us even more reason to believe that the target audience of the magazine cares about the environment. The main point of the advertisement is that you can easily eat this healthy snack, and not worry about the consequences that all the excess packaging has on the environment.
The first noticeable thing about the ad is the big white letters towards the top that say, “Because the Earth likes to eat healthier too.” The background of the ad is dirt, so the white letters are very visible. Then you glance over to the bag of Sun Chips to the right of, and below the big letters. The top part of the bag is green and says, “World’s first 100% compostable chip package, and then the rest of the bag is orange, as it is their Harvest Cheddar flavor. Right off the bat you realize that they are advertising chips that are good for you and at the same time they are good for the environment. The ad really doesn’t make you guess; it is pretty much straight to the point. No trickery is involved and there are no outlandish claims. The ad doesn’t claim the bags will save the planet, just that they are being innovative and doing their part for the environment.
To the left of the bag of chips there is a claim boasting about their new packages made out of plants which therefore break down over time and become part of the soil, thus giving back to the Earth. Then it says, “That means they’re better for you and now, the planet too. Who’s hungry for change? Change is irresistible.” I think the ad is really playing mostly on pathos and ethos. The kind of people reading this magazine probably believe that it is their moral duty to do everything they can to help the environment, and they also really probably respect a company that is trying to do their part. The emotional aspect is there too, because many people are very passionate about protecting the environment so future generations can enjoy the outdoors just like they have.
Along the bottom right hand corner of the ad it has the link for Sunchips.com. This is pretty common for any ad nowadays as people rely heavily on the internet, and it gives you the chance to go to their website and learn more about their products and what they have featured in their advertisement. Looking more at the ad I saw on the left side some blurry writing written sideways that said that all trademarks are coined by Frito Lay North America. I decided to check out the Frito Lay website to learn more about the company’s marketing strategy. Immediately after opening the webpage you realize that the company is really going for a healthy and environmental friendly strategy that is apparent in this advertisement. There is all sorts of information about their steps for a healthier planet. One of the first things that pops up is the Sun Chips compostable bag. Then there are links to information about how they are reducing emissions in their manufacturing plants, saving water, and reducing waste. This company, like many others today, are using an environmental friendly strategy to market their product, and I think it is working well for them.
I’m often a little bit slower than most people about really looking at the image and seeing what it is trying to do, but most people will probably realize very quickly that the background is all dirt, or part of the Earth, and it looks as if the Earth is almost eating up the bag of chips. Looking at the whole picture of the ad, it is kind of saying feed the Earth, don’t pollute it, and at the same time you can also eat healthy.
This ad really does a good job of playing on the emotions and morals of the average reader of a National Geographic. I’ve always enjoyed Sun Chips and I’m a person that is truly concerned about the state of the environment and after seeing this ad and analyzing it, I really had the urge to go out and pick up one of these new packages of chips. The ad is straight to the point, doesn’t use any trickery, and is easy to understand. The ad is honest in what it is trying to do, which makes me have more respect for them than some companies that use trickery in their ads, or companies that are trying to hide the truth in their ads. All in all this is a very simple, direct and effective advertisement.
