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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.