As Chips Ahoy! heads into its 60th year, the Mondelez International cookie brand has found a foothold with Gen Z, thanks in part to the resurrection of an animated cookie spokescharacter, Chip, whose lineage can 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 different digital platforms. It’s also leaning into real-life experiences. These efforts appear to be working, with Morning Consult last year naming Chips Ahoy! as a top Gen Z brand.
“If you look at Chips Ahoy! over the last few years, we’ve really re-engaged that cohort of the Gen Z consumer,” said Tanya Berman, senior vice president of the biscuit category at Chips Ahoy! parent Mondelez. “Part of that is thanks to Chip. He really is that embodiment of happy-go-lucky fun, and part of it is because of how and where we show up.”
Rethinking content and placement
Mondelez has been riding a wave of strong results as demand remains high for its snack brands like Oreo and Chips Ahoy! During this period, the latter has scrapped all linear TV advertising to focus on 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 think about where that cohort is, they're not watching TV. They’re on YouTube and TikTok, and Chip fits in there naturally to do a lot of things that are organic and authentic,” Berman said. “It’s really about showing up authentically in a fun and interesting way in a manner that speaks to them.”
A key part of the strategy is making sure placements make sense, not only for the consumer but also 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 think about content — shorter formats, more engaging, being in the right places — that’s a big piece of our evolution,” Berman said. “As we have made those changes, we have seen even better media performance and engagement and return on investment.”
A moment of reset
Digital is not the only realm where the brand is reaching Gen Z consumers, however. This summer, the brand is promoting a 60th birthday celebration that includes the Chips Ahoy! Happiest Birthday Party three-day yacht party launching from Miami on June 23. Passengers will get a chance 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 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 in the yacht party points to how Gen Z is looking for more than “Instagram-worthy” events, Berman said.
“If you talk to Gen Z consumers, they’re bombarded all the time and they’re online all the time,” she said. “But they’re also hungry for experiential moments where they can step out of being online. I’m not saying that they’re not connected; the phone is still next to them. They haven’t powered down, but it’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 how it happens is almost secondary.
“Whether they’re working on something online or in real life, we know they love these experiences,” she said. “They’re in and out of so many different screens and experiences. When they have a moment in real life, it’s still an experience that they’re seeking. They live it, and then they post it.”
Still, Berman admits the brand doesn’t yet have all the answers for marketing to Gen Z. Having grown up in the digital world, with all of the personalization the platform affords, the cohort can sniff out a lack 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 combination of the art and science,” Berman said. “It’s making sure you have the right content in the right context on the right media.”
