Chips Ahoy!

Procter & Gamble is spending less on ads; OpenAI is spending more on ads; and guess which side of the scale Mondelez is falling on?

Google’s pivot on IP addresses shows it fears competition; the FTC investigates media watchdogs for advising brands not to spend on X; and Mondelez accuses Aldi of copying its snacks.

Sabrina Sierant joined Mondelez more than 12 years ago, which seems like a prior age in shopping terms. In December 2019, she took on marketing for the US Chips Ahoy business, as Mondelez orchestrated a major rebrand and reinvestment in its cookie brand.

Mondelēz-owned Chips Ahoy! wants to be Gen Z’s cookie of choice, not a nostalgic snack pick. To this end, the brand is refining its targeting strategy to focus on behaviors, not demographics.