East Hanover, NJ — Mondelēz International is introducing the first-ever Chips Ahoy! Mystery Cookie, inviting consumers to identify the limited-edition flavor for a chance to win a $25,000 grand prize.
The mystery cookie launches July 30 on the SnackWorks TikTok Shop in limited quantities before rolling out to retailers nationwide beginning Aug. 10.
Consumers can submit their flavor guesses by scanning the QR code on specially marked packages or by visiting Chips AhoyMystery.com. The winning flavor will remain a secret until Halloween, when the company plans to reveal the mystery cookie’s identity.
“For Gen Z, snacking and gaming aren’t just pastimes, but how they connect, recharge and build community,” says Mili Laddha, senior director of marketing at Mondelēz International. “With the Chips Ahoy!Mystery Cookie, we’re leveling up the snacking experience to match their energy. We’ve turned a simple treat into an interactive side quest, blending IRL flavor with the digital culture they live and breathe.”
The mystery-themed packaging features an unidentified cookie wrapped in caution tape graphics designed to reinforce the product’s undisclosed flavor. The campaign also incorporates the Chips Ahoy! mascot, Chip, as part of the interactive consumer experience.
In addition to the $25,000 grand prize, consumers who participate in the flavor guessing challenge will also have opportunities to win additional prizes. The mystery flavor will be revealed on Halloween.
