Stacy’s Snacks, a Frito-Lay North America brand, is celebrating Women’s History Month this year with a packaging design that celebrates women. Stacy’s limited-edition packaging comprises three 7.33-oz Stacy’s Simply Naked Pita Chips bags decorated with vibrant graphics by female artists.
The specially designed bags are packaged as a commemorative box set, which is sold online only. The set, which launched on Mar. 1, 2018, is available from Amazon, Walmart and Jet, while supplies last. Suggested retail price is $14.99.
The set’s secondary package is a flip-top box with front locking tabs. To showcase the colorful bags, the box’s graphics are subdued: The Stacy’s logo and “Celebrating Women’s History Month” are printed in black on white corrugated board.
Also in honor of Women’s History Month 2018, Stacy’s has pledged $25,000 to Step Up, an organization that provides mentorship for girls. That donation is part of the $100,000 Stacy’s will donate to women’s initiatives this year.
Stuart Beck, senior director of marketing, Stacy’s Snacks, answers some questions about the limited-edition packaging.
Is this the first time Stacy’s has created special packaging for Women’s History Month?
Beck: This is the second year Stacy’s has released limited-edition bags in honor of Women’s History Month. Because last year’s “Stacy’s Stands with You” campaign was such a huge success, we were excited to continue the legacy of celebrating the accomplishments of women everywhere through three new bag designs.
For last year’s campaign, Stacy’s released nine bag designs inspired by the artwork and signs from pivotal moments throughout women’s history. The initial 8,000 bags were claimed in less than 24 hours, triggering an $80,000 donation to Step Up, a non-profit organization that propels girls in under-resourced communities to fulfill their potential. We then called on consumers to submit their own artwork for a chance to see their designs come to life on a second wave of limited-edition bags. Those bags represented another $20,000 donation to Step Up, making it a combined $100,000 donation in celebration of Women’s History Month.
Are the 2018 bags only available online? If so, why no retail distribution?
Beck: As this is a one-month promotion in celebration of Women’s History Month, they are only available to purchase as a set of three online.
Why not sell the bags individually, as well?
Beck: As the designs represent Stacy’s three core values—celebrating, advancing and supporting women—we wanted them to be available as a commemorative box set for consumers.
Is there information on the back of the limited-edition bags about Stacy’s $25,000 contribution to Step Up?
Beck: While Step Up isn’t on the back of the bag, information about the donation is featured on our website and in the inserts that consumers receive inside of their commemorative box sets. Fans can learn more about Stacy’s contributions to women’s initiatives by visiting www.stacyssnacks.com.
Did Stacy’s work with a creative agency to design the limited-edition packaging?
Beck: The bags are designed by female artists at PepsiCo who are from throughout North America.
Production efficiencies, ecommerce challenges, sustainability trends, new bioplastic technologies and more are among the topics on the agenda at EastPack 2018 (June 12-14; New York City). This free educational program will have more than 16 hours of can’t-miss presentations and demonstrations. Register to attend today!