Dive Brief:
- Chips Ahoy has launched a new 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 can be viewed both online and in-person at the museum.
- The effort also includes a charitable component and is part of a three-year, $1M pledge by Chips Ahoy to fund art programming at Boys & Girls Clubs of America. The move is one of the latest attempts by the brand to shore up a stronger connection with younger audiences.
Dive Insight:
Through Chips Ahoy’s “Happy by Design” campaign, the 60-year-old Mondelez International cookie brand is continuing its concerted efforts to strengthen ties to the younger generation while supporting the need for diversity and accessibility in the creative space. According to research cited in press materials, 48% of teens identify as a person of color, however, only 15% of creative work in museums is made by artists of color.
“At Chips Ahoy!, we're proud to champion multicultural artists and give them an opportunity to share their inspiring creativity with the world, because a world filled with diverse art brings happiness to not only those who design it, but those that enjoy it as well,” said Sabrina Sierant, senior director for the Chips Ahoy brand, in the release.
Supporting the campaign is the interactive AR experience, powered by Niantic’s 8th Wall, that features art from eight individuals across the country, including teens from Boys & Girls Clubs. Anyone in the U.S. can access the experience to view, interact and learn about each of the teens’ art. To demonstrate the experience, Chips Ahoy teamed with Hollywood costume designer and Boys & Girls Club alumnus Ruth Carter.
As part of the effort, Chips Ahoy will donate $1 each time the art is viewed through the virtual experience to help fund arts programming. Additionally, it will donate an additional $1 to the High Museum of Art each time someone uses the AR experience while in the museum, where they can see the art come to life on gallery walls.
Despite its age, Chips Ahoy has proven surprisingly popular among Gen Z consumers. Last year, 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, among other marketing plays.
