Introduction to Chips Ahoy’s New Campaign
Chips Ahoy has launched a brand new campaign called “Happy by Design,” which features an augmented reality (AR) platform to extend visibility of multicultural art and support up-and-coming artists. This campaign is an element of a three-year, $1 million pledge by Chips Ahoy to fund art programming at Boys & Girls Clubs of America.
The Campaign’s Objective
The campaign, created alongside Atlanta’s High Museum of Art and the Boys & Girls Clubs of America, showcases the work of eight aspiring artists. The platform might be viewed each online and in-person on the museum. The effort also features a charitable component, with Chips Ahoy donating $1 every time the art is viewed through the virtual experience to assist fund arts programming.
Supporting Multicultural Artists
Through this campaign, Chips Ahoy is constant its efforts to strengthen ties to the younger generation while supporting the necessity for diversity and accessibility within the creative space. According to research, 48% of teens discover as an individual of color, nonetheless, only 15% of creative work in museums is made by artists of color. Sabrina Sierant, senior director for the Chips Ahoy brand, stated, “At Chips Ahoy!, we’re proud to champion multicultural artists and provides them a possibility to share their inspiring creativity with the world, because a world stuffed with diverse art brings happiness to not only those that design it, but those who enjoy it as well.”
The Interactive AR Experience
The campaign features an interactive AR experience, powered by Niantic’s eighth Wall, that showcases art from eight individuals across the country, including teens from Boys & Girls Clubs. Anyone within the U.S. can access the experience to view, interact, and study each of the kids’ art. To reveal the experience, Chips Ahoy teamed with Hollywood costume designer and Boys & Girls Club alumnus Ruth Carter.
Reaching a Younger Audience
Despite its age, Chips Ahoy has proven surprisingly popular amongst Gen Z consumers. Last 12 months, Morning Consult named Chips Ahoy as a Top Gen Z brand. The brand’s animated cookie spokescharacter, Chip, also maintains a presence on TikTok. Chips Ahoy has activated several marketing plays, including a promotion for video game franchise NBA 2K on Twitch in 2022 and partnered with The Shoe Surgeon and NTWRK for merchandise drops.
Conclusion
In conclusion, Chips Ahoy’s “Happy by Design” campaign is an important initiative to support multicultural artists and increase diversity within the creative space. By leveraging augmented reality and partnering with organizations just like the High Museum of Art and Boys & Girls Clubs of America, Chips Ahoy isn’t only promoting its brand but additionally giving back to the community. The campaign’s charitable component and interactive AR experience make it a singular and fascinating option to support an important cause. As Chips Ahoy continues to attach with younger audiences, it’s likely that we’ll see more revolutionary marketing plays from the brand in the long run.
