Chips Ahoy! Captains Mondelēz's World Cup Push

Mondelēz International has launched its "Summer of Soccer" campaign in partnership with LePub New York and Publicis Production USA.

Directed by Max Gutierrez, the campaign features U.S. soccer players Christian Pulisic, Alex Morgan, and Sophia Wilson.

Music legend Pitbull also joins the talent roster.

The snack giant will release portfolio-wide, limited-edition product drops from brands such as Chips Ahoy!, Ritz Crackers, and Sour Patch Kids.

"National sporting occasions bring people together, and snacking is always at the center of the celebration," Nick Rogers, director of portfolio marketing and sponsorship at Mondelēz International, said in a press release.

The brand aims to drive engagement, household penetration, and repeat purchases during the 2026 FIFA World Cup.

A once-in-a-lifetime sweepstakes is also up for grabs nationwide.

The campaign leans on a promotional strategy that spreads across multiple brands and product drops, using the World Cup as a coordinated sales window.

Limited Drops and Athlete Partnerships

The brands involved in the campaign, including belVita and Swedish Fish, use athlete-led storytelling for product innovation.

Chips Ahoy! captains the push with three limited releases:

• Chewy Chocolatey Churro
• Chewy Dulce De Leche
• Crunchy Red, White & Blue Candy Blasts

Each pack features Morgan, Wilson, or Pulisic, respectively, marking the first time the cookie brand released three new flavors simultaneously. 

The CHIPS AHOY! cookies will be available for presale on April 27 and in retailers nationwide starting on May 4, while supplies last.

Additional releases include RITZ Soccer Shapes, Sour Patch Kids Striker Black Raspberry, Swedish Fish Mini Red, White & Blue, and soccer-themed belVita packaging designs.

"Playing on a global stage is an honor, and it’s a full-circle moment to partner with brands like RITZ, CHIPS AHOY! and SOUR PATCH KIDS that call back great memories of eating them after games as a kid.

It means a lot to have them in my corner as I compete this summer," Pulisic shared in a statement.

The campaign also includes the "Score Snack Goals" sweepstakes.

Running through July 19, consumers can scan QR codes on-pack or enter online for a chance to win prizes.

Grand prize winners will score curated experiences with talent, including:

• An elite, private skills master class with Pulisic, along with exclusive access and an inside peek into a typical training session in Florida
• A tour of the San Diego Wave FC stadium with Morgan, behind-the-scenes access, and match tickets
• A Sophia-inspired wellness session, tickets to watch a Portland Thorns FC match, and a chance to meet the star of the team.
• Tickets to Pitbull’s "I Am Back" 2026 tour and exclusive meet-and-greet with Mr. Worldwide himself.

The brand’s approach to the tournament ties product launches directly to a major cultural event, increasing visibility and purchase intent.

"In terms of an overall strategy, it’s about making sure we’ve got the right people on the right brands and telling the right stories for our consumers, around making our brand synonymous with sport," Rogers added.

The campaign extends across connected TV, digital, social, and retail, positioning the snacks as part of match-day rituals.

The Social Listening Strategy

The 2026 FIFA World Cup has 104 matches over five weeks, and top matches are expected to draw more than 50 million viewers worldwide.

This creates repeated spikes in attention that open multiple windows for brand activations.

Mondelēz International generated approximately $38.5 billion in annual revenue last year.

It continues to invest in always-on marketing efforts around major sporting events and its portfolio of beloved snacks to maintain and increase profit.

As the packaged food company aims to continue its revenue growth, Gen Z consumers are reshaping snacking behavior.

They're prioritizing convenience, novelty, and culturally relevant experiences.

"We’re doing so much social listening," Mili Laddha, senior director of marketing for Chips Ahoy!, told Marketing Dive.

"They’re the future as we think about those that are up-and-coming in terms of making those household purchase decisions.”

This insight directly informs the campaign’s execution, from globally inspired flavors like churro and dulce de leche to limited-time drops designed to create urgency.

These dynamics show how sporting events and consumer insight can work together to drive engagement and sales.

• Repeated high-attention moments can outperform single-event campaigns when activation is continuous.
• Consumer data should guide both product innovation and creative execution.
• Scarcity and cultural relevance can accelerate product trial runs among younger audiences.

With the company's data, product, and timing, "Summer of Soccer" turns audience attention into sustained commercial impact.

Our Take: Can Multiple 'Big Moments' Drive Better Results?

Mondelēz International’s campaign works because it integrates multiple touchpoints into a single system.

Each match becomes a hotspot for engagement, supported by limited availability and strong retail visibility.

We think the strategy creates a stronger connection between marketing and commerce, as the brand uses packaging, placement, and product variety to influence impulse buys.

It balances long-term brand consistency with novelty drops to draw in its Gen Z audiences.

Brands are increasingly using global sports tournaments to further audience reach.

LEGO recently assembled Lionel Messi, Cristiano Ronaldo, Kylian Mbappé, and Vinícius Jr. for its own FIFA World Cup campaign.

For brands looking to connect product and culture more effectively, explore these top package design agencies in our directory.