Brands Play Catch-up This Summer

By Chuck Kapelke

Chips Ahoy! is celebrating its 60th anniversary with a birthday party this summer aboard a Miami yacht and a series of new products and prizes for consumers. As the COVID-19 pandemic recedes in the rearview mirror, Americans are ready to get back to their usual summer pastimes. Courtesy of Mondelēz International Inc.

Chips Ahoy! cookies is celebrating its 60th birthday in style this summer, with the marketing team treating two sweepstakes winners to a birthday party aboard a Miami yacht and giving away 300 “Chips Ahoy! Happiest Party Kits,” which include apparel from designer Vandy the Pink. The company is adding to the festivities with in-store displays of its new birthday cookie, Chewy Confetti Cake. “Our brand mission is helping people find their happy place, so we’re focusing on giving teens the opportunity to have those special birthday experiences they haven’t necessarily had over the last couple years,” says Natalie Gadbois, senior brand manager for Chips Ahoy! at ANA member Mondelēz International. “There’s definitely a link between summer moments and what our brand stands for.”

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Courtesy of Association of National Advertisers