For my paper 2 I have decided to choose Sun Chips to analysis. Sun Chips is owned my Frito-Lay and is positioned as one of their healthier chips. Sun Chips also tries to position itself as sustainable, which is what I would like to focus in on in my paper. I got this idea from a past classes blog post which talked about a very unexpected situation that occurred with Sun Chips created a new biodegradable bag. A few years ago, Sun Chips had an R&D team work to develop the first biodegradable chip bag. They created these bags out of plant based materials so they could decompose in approximately 13 weeks. In this article there is a advertisement that Sun Chips has that shows how the bags biodegrade. This was the first company to do something like this, and it seemed to be a big deal. However, when these bags where released there were major complains about them because they were noisier than regular potato chip bags. Customers had such a problem with this that they created a Facebook group called “Sorry But I Can’t Hear You Over This SunChips Bag” with 49,000 followers, there was a video that went viral that showed that amount of decibels of sound the bag produced, and there was a 11% decrease in sales. As a result, Sun Chips recalled the bags in 5 out of the 6 flavor of Sun Chips while they worked on making the bags quieter. Eventually they were able to create a quitter bag, but it is still on used on one flavor, while other Frito-Lay brands use their packaging to promote recycling.
I find this issue to be very interesting and I would like to learn more about it. Plus, I think it would be very interesting to look at this issue from an ethical perspective. It seems clear to me that Sun Chips was trying to act in an ethical way by trying to help the environment. No one told them that they had to spend the time, money, and resources on creating these bag, but they wanted to. Also, they were trying to create a new innovative product that could lead the way in providing another way to be sustainable. In my eyes, the consumers were acting selfishly. They were only concerned about themselves and the short term effects instead of long term. Also, this case reminded me of other situation where we say that companies should try to be ethical. However, without the support of their consumers, this case shows it is very difficult to succeed in starting change.
Beer, J. (2010). BREAKING DOWN THE SUN CHIPS BAG STORY. Marketing, 115(15), 6. Retrieved from http://search.proquest.com/docview/864116288?accountid=9784
Sun chips bag to lose its crunch. (2010, Oct 05). Wall Street Journal (Online) Retrieved from http://search.proquest.com/docview/756538804?accountid=9784
“Sun Chips Leverages Eco-Freindly Packaging to Gain and Edge.” Mintel. N.p., 2010. Web. 6 Nov. 2015. <http://academic.mintel.com.ezproxy.bucknell.edu/display/520906/?highlight#hit1>.