As Chips Ahoy! heads into its sixtieth yr, the Mondelez International cookie brand has found a foothold with Gen Z, thanks partially to the resurrection of an animated cookie spokescharacter, Chip, whose lineage might be traced back to the brand’s birth.
Additionally, the brand has revamped its media strategy — completely ditching TV ads in favor of digital media — and focused on developing content appropriate for various digital platforms. It’s also leaning into real-life experiences. These efforts appear to be working, with Morning Consult last yr naming Chips Ahoy! as a top Gen Z brand.
“If you have a look at Chips Ahoy! over the previous few years, we’ve really re-engaged that cohort of the Gen Z consumer,” said Tanya Berman, senior vp of the biscuit category at Chips Ahoy! parent Mondelez. “Part of that’s thanks to Chip. He really is that embodiment of happy-go-lucky fun, and a part of it is due to how and where we show up.”
Rethinking content and placement
Mondelez has been riding a wave of strong results as demand stays high for its snack brands like Oreo and Chips Ahoy! During this era, the latter has scrapped all linear TV promoting to give attention to digital channels, especially TikTok. Additionally, it activated a promotion for video game franchise NBA 2K on Twitch in 2022 and partnered with The Shoe Surgeon and NTWRK for merchandise drops.
Spokescharacter Chip appears repeatedly in recent marketing efforts.
“When you consider where that cohort is, they are not watching TV. They’re on YouTube and TikTok, and Chip matches in there naturally to do a number of things which might be organic and authentic,” Berman said. “It’s really about showing up authentically in a fun and interesting way in a way that speaks to them.”
A key a part of the strategy is ensuring placements make sense, not just for the buyer but additionally for the platform. Having Chip appear on Twitch during an NCAA promotion ties in with gaming, Berman said. Tying that in with an animation of Chip shooting baskets on TikTok is an added bonus.
“How we take into consideration content — shorter formats, more engaging, being in the best places — that’s a giant piece of our evolution,” Berman said. “As we’ve got made those changes, we’ve got seen even higher media performance and engagement and return on investment.”
A moment of reset
Digital isn’t the one realm where the brand is reaching Gen Z consumers, nevertheless. This summer, the brand is promoting a sixtieth birthday celebration that features the Chips Ahoy! Happiest Birthday Party three-day yacht party launching from Miami on June 23. Passengers will get a probability to enjoy cookie-shaped water floats, Chips Ahoy! ice cream sandwiches, espresso martini mocktails, a live DJ and an appearance by Captain Sandy of Bravo’s “Below Deck: Mediterranean.”
Two winners of a recent sweepstakes will likely be on board along with their friends. The promotional activity in support of the sweepstakes and yacht party racked up 1 billion earned media impressions and 500K sweepstakes entries.
The overwhelming interest within the yacht party points to how Gen Z is on the lookout for greater than “Instagram-worthy” events, Berman said.
“If you talk to Gen Z consumers, they’re bombarded on a regular basis they usually’re online on a regular basis,” she said. “But they’re also hungry for experiential moments where they will step out of being online. I’m not saying that they’re not connected; the phone remains to be next to them. They haven’t powered down, but it surely’s a moment of reset.”
For many Gen Zers, there’s little distinction between the virtual and IRL worlds, Berman added. To them, an experience is an experience. Where and the way it happens is nearly secondary.
“Whether they’re working on something online or in real life, we all know they love these experiences,” she said. “They’re out and in of so many various screens and experiences. When they’ve a moment in real life, it’s still an experience that they’re looking for. They live it, after which they post it.”
Still, Berman admits the brand doesn’t yet have all of the answers for marketing to Gen Z. Having grown up within the digital world, with the entire personalization the platform affords, the cohort can sniff out a scarcity of authenticity in a second, which is why Chips Ahoy! will keep experimenting.
“I’d like to say it’s all science, but to be honest, it’s still a mixture of the art and science,” Berman said. “It’s ensuring you’ve gotten the best content in the best context on the best media.”
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