Dive Temporary:
- Chips Ahoy has launched a brand new marketing campaign, “Completely satisfied by Design,” that options an augmented actuality (AR) platform meant to extend visibility of multicultural artwork and help up-and-coming artists, in keeping with a press launch.
- The marketing campaign, created alongside Atlanta’s Excessive Museum of Artwork and the Boys & Women Golf equipment of America, showcases the work of eight aspiring artists. The platform may be considered each on-line and in-person on the museum.
- The hassle additionally features a charitable element and is a part of a three-year, $1M pledge by Chips Ahoy to fund artwork programming at Boys & Women Golf equipment of America. The transfer is likely one of the newest makes an attempt by the model to shore up a stronger reference to youthful audiences.
Dive Perception:
By means of Chips Ahoy’s “Completely satisfied by Design” marketing campaign, the 60-year-old Mondelez Worldwide cookie model is constant its concerted efforts to strengthen ties to the youthful technology whereas supporting the necessity for range and accessibility within the inventive house. Based on analysis cited in press supplies, 48% of teenagers determine as an individual of shade, nonetheless, solely 15% of inventive work in museums is made by artists of shade.
“At Chips Ahoy!, we’re proud to champion multicultural artists and provides them a possibility to share their inspiring creativity with the world, as a result of a world full of various artwork brings happiness to not solely those that design it, however people who get pleasure from it as properly,” stated Sabrina Sierant, senior director for the Chips Ahoy model, within the launch.
Supporting the marketing campaign is the interactive AR expertise, powered by Niantic’s eighth Wall, that options artwork from eight people throughout the nation, together with teenagers from Boys & Women Golf equipment. Anybody within the U.S. can entry the expertise to view, work together and study every of the kids’ artwork. To show the expertise, Chips Ahoy teamed with Hollywood costume designer and Boys & Women Membership alumnus Ruth Carter.
As a part of the hassle, Chips Ahoy will donate $1 every time the artwork is considered by the digital expertise to assist fund arts programming. Moreover, it’ll donate an extra $1 to the Excessive Museum of Artwork every time somebody makes use of the AR expertise whereas within the museum, the place they will see the artwork come to life on gallery partitions.
Regardless of its age, Chips Ahoy has confirmed surprisingly common amongst Gen Z shoppers. Final 12 months, Morning Seek the advice of named Chips Ahoy as a Prime Gen Z model. The model’s animated cookie spokescharacter, Chip, additionally maintains a presence on TikTok. Chips Ahoy activated a promotion for online game franchise NBA 2K on Twitch in 2022 and partnered with The Shoe Surgeon and NTWRK for merchandise drops, amongst different advertising performs.
