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.
The campaign “is rooted in the idea that the reason the joy is happening is the Chips Ahoy! cookies are coming out,” Lukin said. The creative, she added, plays up that “little, happy cookie dance.”
The effort, from Draftfcb, New York, replaces a previous one that employed clay-animation figures that was first introduced in 2002. Those spots, which carried the tagline, “They go fast!,” typically showed the Cookie Guys brand mascots trying to escape the ever-looming threat of a cookie snatcher.
In nearly every scenario, whether it was delivering a eulogy, a rise-and-shine morning ritual or a Rocky-inspired boxing match, the pest—an overeager hand—popped up. (At one point, the cookies even sang about their fate in a slowly warming microwave, choir-style.)
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