The death of the Sun Chips Bag--Frito Lay's failure to make the noise a badge of honor!
What does the death of the Sun Chips bag say about U.S. commitment to sustainability or Frito Lay's, for that matter?
There have been plenty of cases where marketers have taken an ugly car or other unattractive feature of a product and made it a "badge of honor" and therefore attractive to committed consumers.
The bag was loud. After investing all that R & D and setting up production, and getting a lot of ink, could you not run an ad campaign where slobs are throwing trash out the car window and complain about the noise and a clean cut group of kids cleaning up a park pick up the bag and say, "they just don't get it--this is the sound of a clean planet?"
So people are unwilling to pay extra for sustainable packaging, and now they are unwilling to be inconvenienced by a loud bag? Please don't show me any more studies about how important this is to folks--it isn't!
Important means you are willing to make some sacrifice on some level to commit. This is all lip service.
Sustainable packaging must move out of the public "popularity"flavor of the month club and become the lens we look through to run our business's more efficiently. If it helps the earth, great. But don't be basing your changes on satisfying the public's demand for green.