The Frito Lay unit of PepsiCo has developed an amusing way to deal with the noise backlash from its SunChips bag-in Canada, at least. The 100% polylactic acid (PLA) bag was discontinued for most SKUs distributed in the U.S. after complaints about the noise it made when crinkled went viral. But in Canada, Frito-Lay marketers put an offer onthe Facebook page of SunChips Canada:Send in a statement of 50 words or less about “why you’re happy to be making some noise about helping the environment,” and receive free earplugs. The website of Fast Company magazinedubbed this“a neat bit of marketing judo.”