NEW YORK (AdAge.com) -- Sun Chips is finally getting its day in the sun.

After years of promising to push harder for the multigrain munchie, Frito-Lay is running the first TV creative in more than a decade for Sun Chips, centering its message around a popular public cause: the environment.

Beginning today, PepsiCo's Sun Chips will be repackaged and repositioned as the snack that helps consumers "live brightly." TV and print ads, from Grip, Toronto, will highlight the brand's support of renewable energy sources (packaging will carry a "Green-E" logo). A new website will allow consumers to share their thoughts on the steps they will take to "live brightly."

In line with previous campaigns
According to a Frito-Lay spokesman, the "Live Brightly" project extends the brand's previous efforts, which focused on personal wellness. Past initiatives include supporting breast-cancer research through the Susan G. Komen Foundation, and touting the health aspects of the brand, which boasts 18 grams of whole grains per serving, zero grams trans fats and sunflower oil and carries an FDA-approved heart health claim.

It's a good time to push Sun Chips: Sales for the snack grew 40% to $160 million over the 52-week period ended April 22, according to Information Resources Inc.

Frito-Lay has spent only $18,000 in traditional media outlets advertising Sun Chips over the last four years, according to TNS Media Intelligence. The marketer hired GSD&M, Austin, Texas, for a planned print TV and online campaign in 2005, but the effort was scrapped when Frito couldn't keep up with demand. GSD&M hasn't worked on the business since November 2006.