Chips Ahoy Brought Back Its Mascot for Its Latest Ad Campaign
Daniel Johnson — March 17, 2020 — Marketing
References: prnewswire & marketingdive
Chips Ahoy is bringing its mascot back after a period of six years in its efforts to promote its new mashup flavors. The Chips Ahoy mascot is named Chip, and it is an animated depiction of a cookie. The mascot will be included in the company's multi-platform ad campaign that will span TV and social media content.
Many consumers may connect with the campaign due to nostalgia that can be invoked by bringing back the mascot that many people remember. Additionally, the co-branded products can draw appeal from consumers who like both Hershey's products and Chips Ahoy products.
Chips Ahoy also launched a hashtag for consumers to use on social media, named #happier together, which reflects the collaborative products.
Image Credit: Courtesy of PRNewsfoto/Mondelēz International, Inc.
Many consumers may connect with the campaign due to nostalgia that can be invoked by bringing back the mascot that many people remember. Additionally, the co-branded products can draw appeal from consumers who like both Hershey's products and Chips Ahoy products.
Chips Ahoy also launched a hashtag for consumers to use on social media, named #happier together, which reflects the collaborative products.
Image Credit: Courtesy of PRNewsfoto/Mondelēz International, Inc.
Trend Themes
1. Nostalgic Branding - Opportunity for brands to revive old mascots and create nostalgic connections with consumers.
2. Co-branding - Collaboration between brands can create unique mashup products that appeal to a wider audience.
3. Social Media Campaigns - Utilizing hashtags and multi-platform ad campaigns can help brands engage with consumers on social media.
Industry Implications
1. Food and Beverage - Food brands can leverage nostalgia and co-branding to create innovative and attention-grabbing ad campaigns.
2. Advertising and Marketing - Opportunities exist for advertising agencies to help brands execute successful nostalgic mascot revivals and co-branded campaigns.
3. Social Media - Social media platforms can further support brand campaigns through hashtags and interactive content.
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