November 8, 2008

For Brazilian consumers hungry to taste the world

This month, our snacks marketing team is coming out with a repositioning for our STAX® line - potato chips in plastic tubes for convenient on-the-go consumption. We have been in the market in Brazil with STAX® since late 2006 with three basic flavors: original, sour cream & onion and cheddar cheese.  We were in search of a brand idea that could help us better differentiate ourselves, as well as, a creative platform that can allow us to better execute at the point of sale.

The new positioning is STAX® For those hungry to taste the world - taking consumers on a journey of flavors from different parts of the world. As Brazil starts playing a growing role in the global scene, young adults have a natural curiosity for what's beyond our borders. In fact, traveling is high on the dream list of our core target group. Tapping into a an amazing portfolio of authentic flavors that have been developed in other International operations, we researched and identified four flavors that resonate well with local consumers (in addition to the original flavor for those who just love a traditional potato chip).  This the new flavor line-up:

Thailand - Sweet Thai Chilli
Argentina - Barbecue
England - Sour Cream & Onion
America - Cheddar cheese

The repositioning work was led by Roberto Angelino, Carla Araujo and her marketing team Alexandre Chiavegatti and Carol Gormezano. The packaging graphics was developed by Cornerstone - a NY-based design firm that has opened a studio in São Paulo. On the back panel, you can find cultural and gastronomic tips from each flavor destination. 

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