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My/Mochi just launched a new campaign that encourages consumers to chill with its soft and chewy snack.
Helmed by full-service advertising agency Terri & Sandy, "Joyfully Chill" is marked by two 15- and 30-second spots that depict scenarios of people under deep stress — and how My/Mochi can sometimes be the solution to keep things light and chill.
The latest campaign marks the brand's first major campaign in five years.
Additionally, it also marks a transition in My/Mochi's overall brand messaging under the supervision of its CMO Brigette Wolf, who joined the brand in 2023.
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Entering 2025, the brand wants to reinforce its position as a superior snack option and change customer perception towards its product.
"My/Mochi has had the fortune of leading the mochi ice cream category and sitting at the top of frozen novelties for years, but as the market became increasingly competitive we needed to shift how the brand shows up with consumers and in culture," Wolf shared.
"My first priority was to understand how this unique dual-textured, portion-controlled ice cream snack could fit into people’s lives — and joy rose to the top. We brought those insights to Terri & Sandy and our other agency partners, and are really excited about the work coming out this year," the CMO added.
Terri & Sandy Group CD Todd Condie reinforced these sentiments, sharing his experience as a parent constantly stressed and looking for "moments of blissful calm in the chaos."
My/Mochi helps alleviate these stresses, Condie added, saying the campaign is built around this specific moment.
"Joyfully Chill" will run across digital and social media platforms. It will also be utilizing podcast, OOH media, as well as influencer marketing.
The Solution to Stress
Directed by Nalle Sjöblad, the 30-second hero spot titled "New math or new snack?" starts off in the kitchen, where a father attempts to teach his daughter "new" math.
However, he questions the lessons being taught in her daughter's textbook.
"Is two plus two no longer four? This is literally old math with an obstacle course wrapped around it!" he says.
As the dad continues to complain about the math problems, his wife reaches out for a box of My/Mochi from their freezer and shoves a piece into his mouth.
"Chill," she quietly tells him.
The spot ends with the father calming down after biting into the soft and delectable snack.
A second spot titled "All moms can be JoyFully Chill" sees two moms talking about their experience as parents, with one visibly stressed.
"The only me time I get is when I lock myself in the bathroom. I turn on the shower and say 'I'm busy!' but I'm not busy," she earnestly tells her friend.
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As she continues to rant, her friend leaves for a moment to get My/Mochi. Just like the first ad, she uses the mochi to shush her friend up and calm her down.
"We're gonna need the whole box," the now calmer mom says, as the commercial ends.
Humor in advertising serves as a powerful tool to capture attention and make brands more memorable, ultimately encouraging positive associations that can drive consumer loyalty.
Previously, Doritos teamed up with NFL athletes to star in a hilarious spot as they review the "Crash the Super Bowl" finalists.
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