Product details

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Case
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Reference no. 520-0051-1
Subject category: Marketing
Published by: Amity Research Centers
Published in: 2020
Length: 6 pages
Data source: Published sources

Abstract

Chips Ahoy! a cookie brand owned by Mondelez International had in March 20, re-launched its mascot in a new avatar, a character named Chip. The mascot had retired in the past and undergone makeovers since first deployed. Chips Ahoy! had also launched two new cookies Chips Ahoy! made with chunks of Hershey's Milk Chocolate and Chips Ahoy! made with mini Reese's Pieces, in the same month in USA. The mascot was deployed extensively in advertisements and in social media to promote the new variants of the cookies launched. The advertisement campaign had emphasised that, 'when flavour combinations from the different brands come together they spread happiness'. Market analysts had observed that the 'messaging strategy' of the company, would strike the right chord with consumers in USA, who at that time, were undergoing a stressful time, due to the spread of novel coronavirus - COVID-19. Chips Ahoy!'s game plan to leverage its resurrected brand mascot would come across challenges. Would the resurrected mascot gain iconic status?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
World/global

Featured company

Mondel─ôz International
Employees:
10000+
Type:
Public company
Industry:
Food processing

About

Abstract

Chips Ahoy! a cookie brand owned by Mondelez International had in March 20, re-launched its mascot in a new avatar, a character named Chip. The mascot had retired in the past and undergone makeovers since first deployed. Chips Ahoy! had also launched two new cookies Chips Ahoy! made with chunks of Hershey's Milk Chocolate and Chips Ahoy! made with mini Reese's Pieces, in the same month in USA. The mascot was deployed extensively in advertisements and in social media to promote the new variants of the cookies launched. The advertisement campaign had emphasised that, 'when flavour combinations from the different brands come together they spread happiness'. Market analysts had observed that the 'messaging strategy' of the company, would strike the right chord with consumers in USA, who at that time, were undergoing a stressful time, due to the spread of novel coronavirus - COVID-19. Chips Ahoy!'s game plan to leverage its resurrected brand mascot would come across challenges. Would the resurrected mascot gain iconic status?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
World/global

Featured company

Mondel─ôz International
Employees:
10000+
Type:
Public company
Industry:
Food processing

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