Chips Ahoy Unveils Revamped Recipe Alongside Celebrity Duo Keke Palmer and Malibu

Chips Ahoy's Recipe Revamp

Chips Ahoy is making big changes to its famous blue bag cookie with a recipe reformulation. The Mondelez International brand is launching a celebrity-led campaign, introducing new packaging, and even offering a vacation giveaway. This marks the most significant update to the brand's recipe in the past ten years.

The new and improved "MMMproved" cookie will be packaged in fresh packaging that showcases the changes, including updates to the Chips Ahoy logo. The updated formula and packaging will first appear on select shelves this month before being available nationwide in April.

To promote the reformulation, a campaign with Keke Palmer will be featured prominently on the cookie brand's digital platforms. Consumers will also have the opportunity to win a trip to a luxurious beach house in Malibu, California that is themed around the brand.

Chips Ahoy's Recipe Reformulation Campaign

Chips Ahoy is stepping up its game by promoting its revamped recipe through new packaging, an online campaign, and a sweepstakes. After celebrating its 60th birthday with a yacht-themed event last year, the brand is now focusing on the concept of a "re-treat" for its popular cookie, which currently holds a 53% market share according to a recent press release.

Chips Ahoy packaging against a white backaground.

Chips Ahoy’s new packaging highlights the brand’s largest recipe reformulation in nearly a decade.

Courtesy of Mondelēz International, Inc.

The updated packaging for Chips Ahoy highlights the new recipe, which now includes chocolate chips with a higher cocoa content and Madagascar vanilla. The design has been revamped with a new logo and more focus on colorful confetti elements to showcase the brand's fun personality.

In addition to the packaging changes, Chips Ahoy has partnered with Palmer to promote a sweepstakes offering a trip to Malibu. The lucky winner will enjoy a weekend at a luxurious beach house in this California destination. Consumers can enter the contest by scanning QR codes, allowing the company to gather important data, or by leaving comments on social media to increase brand visibility.

Chips Ahoy has connected with Gen Z by using its animated Chip character and launching an AR project to support multicultural teen artists. Mondelez has changed the brand's approach to concentrate more on digital channels and experiential marketing, moving away from linear TV. This change in strategy follows a 14.7% organic net revenue growth for the packaged food giant in 2023.

Editor's P/S:

The revamp of Chips Ahoy's recipe and marketing strategy reflects the brand's commitment to innovation and consumer engagement. The new formula promises a more indulgent taste experience, while the updated packaging and celebrity partnership aim to create a buzz and appeal to a wider audience. The sweepstakes and digital campaign are clever ways to generate excitement and gather valuable data, demonstrating the brand's understanding of modern marketing trends.

Overall, Chips Ahoy's recipe reformulation campaign is a well-executed effort to revitalize the brand and maintain its market dominance. The focus on digital channels and experiential marketing aligns with the changing consumer landscape, and the celebrity partnership and sweepstakes add an element of fun and excitement that is sure to resonate with consumers. It will be interesting to see how the new recipe and marketing strategy impact sales and brand loyalty in the long run.