America's leading chocolate chip cookie brand Chips Ahoy! has teamed up with Grammy-nominated hip-hop star Big Sean for a partnership that will fuse fashion, flavor, and music.
The Mondelēz-owned brand is debuting an exclusive capsule collection inspired by Big Sean's "Don Life" motto at ComplexCon, the largest pop culture conference of the year.
This collaboration marks the release of the new Chips Ahoy! Big Chewy Cookie in three different flavors: Chocolatey Chip, Chocolatey Brownie, and Chocolatey Caramel.
The release was teased in a series of Instagram posts, with Chips Ahoy! hinting at the "big" nature of the partnership.
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In a statement, Chips Ahoy! Senior Brand Manager Jen Levin spoke about the brand's search for the perfect "big" name to lead the campaign, which found a perfect match in Big Sean, while the rapper share his love for the brand:
"My new merch collaboration with Chips Ahoy! at ComplexCon is about bringing big flavor and bold style together. Debuting the collection for a brand I've loved for years at an event where culture and creativity collide, is particularly special."
Chips Ahoy! Big Chewy Cookie is currently available in convenience stores across the U.S. and will hit grocery store shelves in 2025.
This capsule collection is just the latest in an ongoing trend of brands working with artists and celebrities to increase overall appeal, underscoring the significant impact of influencer marketing done right.
Big Size, Big Flavor
Launching exclusively at ComplexCon in Las Vegas on November 16, the collection contains some sweet pieces co-designed by Big Sean.
Some highlights include a premium heavyweight chocolate brown hoodie, as well as a "Don Life" t-shirt with a planet-sized Big Chewy Cookie.
A massive cookie-shaped tote bag features a special pocket for a Big Chewy Cookie, while a nostalgic metal lunchbox brings back childhood memories of sweet treats.
Fans at the event can pass by the Chips Ahoy! booth to enter a raffle for the chance to win the new drop and sample the brand's newest offerings.
On Saturday, Big Sean will also make a special appearance at the booth, which features a massive 18-foot-tall chocolate chip cookie.
Fans who are unable to attend the convention can enter an online sweepstakes, which runs from November 12 to 27.
Hip-hop collaborations are often the heaviest hitters when it comes to brand campaigns.
Late last month, Nike made headlines for reprising its legendary partnership with iconic rap group, the Wu-Tang Clan.
