- Chips Ahoy goes all-in on a recipe reformulation for its signature blue bag cookie with a celeb led campaign, new packaging and a vacation giveaway, per a press release. This is probably the most extensive update to the Mondelez International brand’s recipe in a decade.
- The “MMMproved” cookie will are available in fresh packaging that promotes the changes and applies updates to the Chips Ahoy logo, amongst other elements. The new formula and packaging will begin hitting select shelves this month prior to a nationwide rollout in April.
- To support the reformulation, a campaign featuring Keke Palmer shall be front and center on the cookie brand’s digital channels. Additionally, consumers could have the possibility to win a visit to a brand-themed luxury beach house in Malibu, California.
Chips Ahoy is raising awareness for its recipe reformulation through revamped packaging, a digital campaign and a sweepstakes. The effort follows the product’s sixtieth birthday celebration last yr, which keyed into the nautical theme of the brand’s name with a yacht experience. This time around, the cookie — which holds a 53% market share, per the press release — is punning on the thought of a “re-treat.”
Chips Ahoy’s new packaging highlights the brand’s largest recipe reformulation in nearly a decade.
Courtesy of Mondelēz International, Inc.
Tweaked packaging highlights the new recipe, which features higher cocoa content within the chips and the next concentration of Madagascar vanilla. Additionally, the design features updated imagery, with an overhauled logo and greater attention placed on confetti elements to indicate off the brand’s personality.
Beyond packaging, Chips Ahoy has enlisted Palmer to get the word out and tout the trip to Malibu through online video and social posts. A winner of the sweepstakes shall be treated to a weekend at a luxury beach house within the California locale. The contest might be entered via QR codes, which could help the corporate collect priceless first-party data from its consumers, or via comments on social media that might boost the brand’s profile.
Chips Ahoy has made inroads with Gen Z through its animated Chip character and an AR project launched in support of multicultural teen artists. Mondelez has shifted the brand’s technique to focus more squarely on digital channels and experiential marketing, ditching linear TV. The reformulation comes after the packaged food giant saw 14.7% organic net revenue growth in 2023.
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