• Brandweek, Monday, May 24, 2010 10:49 AM

Chips Ahoy is charting a new marketing direction with a campaign built around "joy." Janda Lukin, senior brand manager for the product, tells Elaine Wong that research by the Kraft brand showed that children would often break out in a "toe-tapping dance" upon seeing the cookies.

A new spot set to the tune of the 1979 R&B hit "Bustin' Loose" shows kids dancing whenever someone opens a package of Chips Ahoy. The tagline is "There's a lotta joy in Chips Ahoy!"

The Cookie Guys campaign that ran for eight years is departing the scene none too soon, according to Stanton Kawer, chairman of global marketing agency Blue Chip. Cookies, he says, are "an indulgent purchase" but the previous advertising didn't hit on the emotional benefits of consuming the cookie. The new ads "elevate the brand benefit to a joy rather than a 'we-told-you-so' tagline," he says.

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