China’s Chips Ahoy cookie guy is back on the road and falls in love with a chocolate lady
The Chips Ahoy’s ‘Convertible’ campaign was launched in China. Since then, Chips Ahoy! Cookie Guy has kept igniting the enthusiasm of cookie fans with his amusing singing and dancing performances.
This year’s campaign ‘Love Story’ is a tribute to the original campaign, serving as a saucy sequel to the cookie guys’ road trip in ‘Convertible’ and sees our Cookie falling in love on the road with a Chocolate Lady – her chocolate kisses leave a lasting impression on him.
Kraft and Draft FCB were keen that this year the Cookie Guy gets more recognition, not only for his fun personality, but also for the rich chocolate chips packed in his delicious cookie.
Tom Shum, Group Creative Director at Draft FCB Shanghai describes the new campaign as “The best combination of beauty and taste. The product truth – told in a romantic and fun way”.
“After years of research, we finally found what the brand means to local consumers’, said Denis Dong, Brand Manager at Kraft. ‘It’s greatly satisfying to present the brand attributes and emotional benefits in such a fun approach. All thanks to a great strategy and top-call execution”
The production companies, Tribe Shanghai and Bent Image Lab Portland were thrilled to be part of bringing ‘Convertible’ back to the Chinese public. Tribe and Bent have been collaborating with Kraft and Draft FCB Shanghai for the past 3 campaigns.