Chips Ahoy!, Kraft’s top-selling chocolate chip brand, is giving its eight-year-old “Cookie Guys” campaign the heave-ho to make way for a new effort built around “joy.”
The campaign, which coincides with new products and packaging, centers on the moments of exultation moms and children alike derive from eating the cookie. A spot launching this week, for instance, shows kids moving and grooving each time someone opens a package of Chips Ahoy! The spot is set to the tune of the 1979 R&B hit “Bustin’ Loose,” by Chuck Brown & the Soul Searchers. Tagline: “There’s a lotta joy in Chips Ahoy!”
Janda Lukin, senior brand manager for Chips Ahoy!, said the change in approach was driven by insight from moms, who observed that children would often break out in a “toe-tapping dance” upon seeing the cookies.
The brand’s biggest fans express so much “anticipation and excitement” when eating the snack, she said, that creative focusing on the fun and joy seemed like the best approach.
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