When Pigs Fly - Positioning of Flat Earth Chips

I think that Flat Earth did quite a good job with its positioning of their chips, because they found some kind of 'niche' that they could position their product in without having any big competition from other chips companies. The target customers for chips usually are people that are not too health conscious. Additionally, the fewer customers who do buy chips but are in fact health conscious are not really attracted by promises like '0 trans fat' any more. This is why Flat Earth did a really good job by not putting so much emphasis on the fat and the calories part of their chips, but more on the 'real' health aspect about them - half a serving of fruit or vegetables in every ounce. With this promise, Flat Earth differentiates itself from other chips companies. I really liked the commercial, too, because it definitely sticks to the positioning that Flat Earth intended: a young, slender, stilish woman who lives in a nice, modern apartment eats Flat Earth chips, and, if one did not actually see the chips at the end of the commerical, one would probably not assume that the commercial is for an 'uncool' product like chips. The whole brand is really stylised and wants to attract people that are special and 'smarter than the mainstream', because they do want to eat chips, but in a different, healthier way. If the brand was to be positioned to a younger audience, like young women going to college, I would not change too much about the campaign. I think the website seems really young already because of its colorful layout and the game you can play there as well as the pig in the logo. The only thing that I would probably change is the age of the woman in the commercial, because she looks too much like a career woman/stylish mom. In order to attract younger women going to college, the commercial should show one of them, maybe telling their friends the secret of her attractiveness or something in this direction. Altogether, I really think that Flat Earth has done very well with the positioning of their brand, because they did not only create something unique but they also got rid of their potential competitors by looking for a target audience that deviates from the average.