Chips Ahoy, a Mondelez-owned brand with a 60-year history, is transferring its linear television advertising expenditure to social and digital media in order to better target Gen Z customers. It was a data-driven move, prompted by cord-cutting patterns and declining linear TV viewing. To promote brand affinity, the firm is investing in events such as a contest and the chance to attend a Chips Ahoy-themed boat party. In 2020, the corporation underwent a strategy shift, shifting away from television advertising and towards digital advertising channels such as TikTok, Instagram, Twitter, and connected TV. The corporation spent $22,933,040 on media in 2022, an increase compared to the $22,596,828 spent in 2021. As the cord-cutting trend continues, businesses are spending less money on linear television advertising. According to Digiday+ Research, 43% of brand professionals claimed they were not spending any of their marketing money on TV in the first quarter of 2022.
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