The Challenge

The Tai Sun chips brand had been facing issues of low awareness, poor brand image and an undefined positioning, all of which were pointing towards gradual market decline especially in the midst of stiff competition from international brands with deeper pockets.

The Insight

An audit of the brand revealed that there was no lack of product innovation but a boost in image and pick me up value was needed to revitalise the brand and create a reason to believe for both trade and consumers.

DIA created a new name “Treatz” to appeal to young consumers, as well as mums shopping for the school bag. This was supported by the tagline “U deserve it” to suggest that potato chips are a treat for all to enjoy, and a must for fun times and relaxing occasions. The brand was launched with a fresh, youthful packaging that attracts today’s young consumers with a high ‘pick me up’ quotient. Bright colours and conversational packaging design made the brand very well received at both the consumer and trade level.

The Impact

Today Treatz sits alongside other international brands and continues to hold its own with an innovative range of exciting flavours that were developed as a platform for the re-launch, making it a mainstay with the young and young at heart.