Sun Chips and Spotlight embraced a creative marketing approach, launching an integrated campaign to raise category awareness and captivate the public.
As a pioneering potato chip brand entering the Ethiopian market, Sun Chips, in collaboration with Spotlight, faced the challenge of not only introducing its product but also establishing it as a preferred snack choice, seamlessly integrating into consumers’ daily lives.
Sun Chips and Spotlight embraced a creative marketing approach, launching an integrated campaign to raise category awareness and captivate the public. Anchored on the brand’s Natural flavor, the campaign featured bold visuals, strong messaging, and engaging initiatives across print media, TV commercials, grassroots activation, and comprehensive digital platforms. The introduction of two new delicious flavors, coupled with a focus on sustainable practices, positioned Sun Chips as a unique and compelling snack choice.
Sun Chips rapidly secured a significant market share, transforming from a newly introduced product to an essential part of consumers’ snacking lifestyles. The brand evolved from being liked to beloved, with user-generated content on social media showcasing consumers’ “Sunny Moments.” Sun Chips transitioned from a favorite snack to a household staple, marking a remarkable journey of brand adoption and affection. The brand not only appeals to its audience but has become an integral part of countless families’ everyday lives, solidifying its position in the Ethiopian snack market.
