Chips Ahoy! And Netflix’s hit
series “Stranger Things” have met in the flavor middle.
Inspired by the Upside Down, a dark alternate “Stranger Things” dimension, the new cookies feature a chocolate
base, fudge chips and a red strawberry-flavored filling. The brand’s first fruit-flavored filling represents the Rifts, the entrance to the Upside Down.
The creative work is by Digitas.
PxP produced the spots.
Six and 15-second videos running on paid social, digital and Netflix show teens enjoying Chips Ahoy! — before their world is turned upside down. Product-focused
imagery and banners, as well as animated banners, promote the limited-edition "Stranger Things" cookies.
The Chips
Ahoy! x "Stranger Things" Limited-Edition Cookie can be pre-ordered at snackworks.com/chipsahoy-strangerthings, limited to the first 1,500
people. Starting August 11, fans can purchase the item in retail stores nationwide.
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The packaging uses design elements from the show and a special glow-in-the-dark feature. Consumers can scan
an on-pack QR code or visit chipsahoyscan.com to join an immersive augmented-reality game. Top prizes include a “Stranger Things” Eddie
Munson-inspired guitar.
“This isn’t just any product launch — it’s a cultural moment that joins two beloved brands together in an exciting and captivating way,”
said Sabrina Sierant, Chips Ahoy! senior director. "Through experiential components and elements of nostalgia, we are delivering unforgettable experiences for different generations of fans —
whether they grew up in the '80s or are experiencing that awesome decade through the show.”
The fifth and final "Stranger Things" season begins November 26.