- Chips Ahoy has launched a recent campaign, “Happy by Design,” that features an augmented reality (AR) platform meant to increase visibility of multicultural art and support up-and-coming artists, according to a press release.
- The campaign, created alongside Atlanta’s High Museum of Art and the Boys & Girls Clubs of America, showcases the work of eight aspiring artists. The platform may be viewed each online and in-person on the museum.
- The effort also features a charitable component and is a component of a three-year, $1M pledge by Chips Ahoy to fund art programming at Boys & Girls Clubs of America. The move is one in every of the most recent attempts by the brand to shore up a stronger reference to younger audiences.
Through Chips Ahoy’s “Happy by Design” campaign, the 60-year-old Mondelez International cookie brand is continuous its concerted efforts to strengthen ties to the younger generation while supporting the necessity for diversity and accessibility within the creative space. According to research cited in press materials, 48% of teens discover as an individual of color, nevertheless, only 15% of creative work in museums is made by artists of color.
“At Chips Ahoy!, we’re proud to champion multicultural artists and provides them a possibility to share their inspiring creativity with the world, because a world full of diverse art brings happiness to not only those that design it, but people who enjoy it as well,” said Sabrina Sierant, senior director for the Chips Ahoy brand, in the discharge.
Supporting the campaign is the interactive AR experience, powered by Niantic’s eighth Wall, that features art from eight individuals across the country, including teens from Boys & Girls Clubs. Anyone within the U.S. can access the experience to view, interact and study each of the teenagers’ art. To exhibit the experience, Chips Ahoy teamed with Hollywood costume designer and Boys & Girls Club alumnus Ruth Carter.
As a part of the hassle, Chips Ahoy will donate $1 every time the art is viewed through the virtual experience to help fund arts programming. Additionally, it would donate a further $1 to the High Museum of Art every time someone uses the AR experience while within the museum, where they will see the art come to life on gallery partitions.
Despite its age, Chips Ahoy has proven surprisingly popular amongst Gen Z consumers. Last yr, Morning Consult named Chips Ahoy as a Top Gen Z brand. The brand’s animated cookie spokescharacter, Chip, also maintains a presence on TikTok. Chips Ahoy activated a promotion for video game franchise NBA 2K on Twitch in 2022 and partnered with The Shoe Surgeon and NTWRK for merchandise drops, amongst other marketing plays.
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