Chips Ahoy is putting fans’ taste buds to the test with the launch of its first-ever Mystery Cookie, challenging shoppers to figure out the secret flavor for a chance to win a $25,000 prize.
The limited edition cookie officially launches on TikTok Shop on July 30 before rolling out to retailers across the US starting August 10. The mystery flavor will remain under wraps until Halloween, when the brand plans to reveal the answer.
The launch also introduces redesigned packaging featuring an unidentified cookie wrapped in caution tape as part of a campaign centered around solving the mystery.
Fans can submit their guesses for a chance to win $25,000
Starting July 30, fans can purchase the cookies through the SnackWorks TikTok Shop while supplies last before the wider retail launch begins on August 10.
Anyone who thinks they’ve identified the mystery flavor can scan the QR code on the packaging or visit the official contest website to submit a guess. One correct entry will win the $25,000 grand prize, while additional participants will also have the chance to receive other prizes.
“For Gen Z, snacking and gaming aren’t just pastimes, but how they connect, recharge and build community,” said Mili Laddha, Senior Director, Marketing, 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 company says the mystery flavor is the result of a fictional “glitch” that caused a cookie from another flavor dimension to appear, with the Chips Ahoy mascot, Chip, encouraging fans to help solve the case before the reveal on Halloween.
The Mystery Cookie arrives less than a year after Chips Ahoy teamed up with Stranger Things for a limited-edition release featuring a chocolate cookie with a strawberry-flavored filling inspired by the show’s Upside Down.
