Sabrina Sierant, senior director at Chips Ahoy, shares details on the cookie’s rebrand, its on-the-go target audience, retail media networks and more in this Q&A.
Sabrina Sierant joined Mondelez more than 12 years ago, working on some of the company’s candy brands, such as Sour Patch Kids and Swedish Fish, and its confectionery business.
In December 2019, she took on marketing for the U.S. Chips Ahoy business, as Mondelez orchestrated a major rebrand and reinvestment in its cookie brand.
Multichannel Marketer’s sister publication AdExchanger sat down with Sierant, now senior director at Chips Ahoy, on the brand’s latest marketing initiatives.
AdExchanger: How has the media plan changed for the brand since you joined?
Sierant: When I started on the business, we had a traditional media plan that was heavy on TV and then some digital and social. Back in 2020, right before COVID, we started reinvesting back into the Chips Ahoy business.
But our target growth consumer was a Gen Z household. And we were getting stronger returns in digital and social. So we have moved away from TV, with a smaller amount on TV, and the majority of media spend is digital and social, and we’ve just started dabbling in out-of-home where it makes sense.
AdExchanger: Are there new channels you’re particularly excited about?
Sierant: Shopper marketing and the point of sale are always a part of our plans. But in terms of new things, we have been using influencers more recently and found success with creator content as well as bigger influencers and celebs.
Read the full Q&A on Multichannel Marketer’s sister publication AdExchanger.
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