As America’s Favorite Chocolate Chip Cookie, we understand that what it means to “market to Americans” has evolved in the last decade or so. The US is a melting pot of diverse cultures, backgrounds and ethnicities, and they all deserve to feel represented in the media. Kpop fans come in all shapes and forms, but online, they over-index in teens — the most relevant audience for Chips Ahoy! at the moment.

Following significant engagement spikes on social media, we decided it was time to take our relationship with Kpop stans to a physical plane – and what better way to make a first impression than as key sponsors at KCon LA, the largest annual Kpop event this side of the world. We developed our #ChipsAhoyForYourIdol promotional campaign, and gave fans an opportunity to create something extra sweet and unique for their favorite artists during KCon weekend. These custom made Chips Ahoy! packs that were decorated and dedicated by fans, were then taken to the groups during fan engagement panels, and to their dressing rooms during the concert nights. Fans were super grateful, and some even spotted their Idols posing with the gifts they had made for them.