The Idea: Chips Ahoy! is officially the multi-fandom cookie of KCON USA and proving that
no matter what band you stan, they have a #ChipsAhoyForYourIdol
no matter what band you stan, they have a #ChipsAhoyForYourIdol
The Backstory: Since BTS became, well, BTS— global brands like Pantene, Starbucks, Netflix and even U-Haul (???) have tried and failed to channel the Kpop wave. That’s not quite what happened to us. After we tweeted out “Hey” as a way to create a blank canvas of engagement with people online, a lot of Kpop stans started asking us if we liked their favorite groups. Luckily, we do!
The Execution: We dove deeper into the Kpop world and learned a simple truth: as much as stans worshipped their idols, they hated competing groups. So that became an opportunity for Chips Ahoy! to lean into sweetness and focus on bringing different fandoms together through their shared love for cookies.
We did this by launching #ChipsAhoyForYourIdol at the largest Kpop event this side of the world— Kcon LA. Fans were able to decorate special cookie packs for their faves, and they would be hand delivered by us!
The Public Reception: Let’s just say that to this day, every time Chips Ahoy! posts ANYTHING, it’s met with love from kpop stans. The “Chips Ahoy! Kpop stan/Kpop intern” became an internet sensation, Chips Ahoy! Became the brand at the forefront of the Kpop movement, and in the hands of all the world’s biggest Kpop idols.
