Sporting events don’t get much bigger than the FIFA World Cup—the global soccer tournament only happens every four years, and the entire planet is watching. This year, the U.S. is hosting, which hasn’t happened in more than three decades, so food brands like Mondelēz International are going all out with special products, promotions, and activations to amp up the excitement.

To learn more, we talked to two brand experts from the company:

• Mili Laddha, Chips Ahoy senior director of marketing
• Nick Rogers, director of portfolio marketing and sponsorship

Jenni Spinner: Mondelēz doesn't just make cookies, snacks, and other treats—they have fun with them; they build engagement and excitement with promotions and tie-ins like this. Could you please talk a little bit about that, and the thinking behind it?

Mili Laddha: If I take a step back into Chips Ahoy and the brand heritage, we have always been part of culture. If I think about my own childhood, when I would eat Chips Ahoy, it was always part of an occasion, something that you would want to ask your parents for. Over our 60-year heritage, that has not changed.

For the first time ever, as part of Mondelez’s Summer of Soccer campaign, we’re launching what we call our “starting lineup,” using soccer terminology of not one, not two, but three distinct limited-edition flavors. This strategy is showing our commitment to being in the culture. We’re listening to social trends and consumers, so the collection is really a flavor lineup with international appeal across the board, partnering with some of the best soccer athletes around the globe. We're really excited for this partnership.

JS: I’m a fan of the stuff that Chips Ahoy does not just making fun, pretty packaging, but products that are integrated—a recent example is the Stranger Things Chips Ahoy cookies. With this Chips Ahoy trio and fun FIFA things you’re doing, let’s talk about the Score Snack Gold sweepstakes and how you’re enlisting the help of some pretty big names to help deliver on the excitement.

ML: We’re enlisting Alex Morgan, Sophia Smith, and Christian Pulisic—some of the biggest names and talents—and offering the opportunity to win some really amazing, exclusive prizes. Because you brought up Stranger Things, I’ll take a step back and tell you a bit about why partnerships like these are so critical for Chips Ahoy. 

As a brand, we want to be resonant in culture and help own the screen moments. Stranger Things, as you alluded to, was one of the biggest moments in culture last year, and we went big, not just with packaging, but also with developing a product. This year, we're going to be doing it again, because the biggest moment is the summer of soccer. When we think about our Gen Z and Hispanic consumer and all the watch parties that they're going to be having, we're bringing unique packaging with a with a compelling, bold visual identity, and also custom products that link back to the flavors around the globe to really make this an exciting cultural moment for all of those that will be watching the World Cup or hosting their own occasion parties.

JS: Could you please talk about some of the prizes you’re offering tied to those really big soccer players—or football players, depending on where you’re from?

ML: These are fan experiences. You have the opportunity to meet directly with Christian Pulisic, Alex Morgan, and Sophia Smith—we are focused on not just the prizes, but really driving the excitement with the products, with the work that we've done to develop these based on the insights that we hear from our shoppers. 

JS: What else does Chips Ahoy have planned?

ML: Chips Ahoy has three limited-edition offerings. Christian Pulisic, who has been deemed Captain America, will be the face of our crunchy original Chips Ahoy that everybody has grown up with and loves, customized with red, white, and blue candy blast inclusions within the cookie—very much celebrating the Americana theme as well as Team USA, but more importantly, it is also America's 250th birthday. 

Second, we have Alex Morgan, and she is supporting a chewy Chips Ahoy cookie with chocolate churro filling inside—I have to say this one is my absolute personal favorite; it's got a chocolatey hit as well as cinnamon. What's most resonant here is the fact that we've been doing a lot of social listening, and with Gen Z as well as the Hispanic population, that churro flavor is really up and coming. 

Finally, you’ve got Sophia Smith, dulce de leche, which is a wonderful mix and inclusion of white chocolate as well as butterscotch chips. It’s a perfect example of how we're bringing cultures and flavors of the globe into these three limited-edition products.

JS: It’s always fun following Chips Ahoy’s LTOs, but you’re outdoing yourselves with the World Cup stuff. Are you going to be watching?

ML: I am—my daughter plays soccer. Our family is big fans, so we're going to be rooting for the game as well. I would say, continue to watch Chips Ahoy, because a big part of our strategy is, how do we own these big screen time moments? We want to be the brand that's really resonating in culture with Gen Z, Gen Alpha, and Hispanics, making sure that we're owning these moments.

JS: Please tell us about the Score Snack Goals sweepstakes and how you’re enlisting the help of some pretty big names to deliver on the prizes.

Nick Rogers: The ‘Score Snack Goals’ sweepstakes is the undisputed MVP of our Summer of Soccer. We’re moving beyond the logo to continue to be a game-day tradition, celebrating the kind of authentic, high-energy fan connections only Mondelez can deliver.

Our roster is built on pure credibility. We’ve teamed up with global icons who dominate their fields and genuinely love our snacks, such as soccer superstars Christian Pulisic, Alex Morgan, and Sophia Smith, along with the legendary Pitbull. Together, we’re connecting with passionate fanbases on a whole new level, as they do not want to stop the party.

We aren't just giving away prizes; we're offering 'money-can’t-buy' experiences. From a private masterclass with Christian to an exclusive meet-and-greet with Pitbull, we’re giving fans unparalleled access and making our brands the heart of every celebration, fulfilling the needs of the consumer in this current environment.

JS: What can you tell us about the LTO plans other Mondelez brands have in store? I’d love to hear about the Ritz, SPK, BelVita, and other items getting in on the action.

NR: This campaign showcases our portfolio’s unique scale and diversity, which is a key competitive advantage for us. While Chips Ahoy is making a huge splash with its three new limited-edition flavors, we’re activating a whole range of brands under our umbrella to ensure we’re part of every fan’s game day experience.

For those tense, savory moments during a match, we’re rolling out Ritz Cracker Soccer Shapes. For a sweet and sour kick, we have Sour Patch Kids Strikers in a new Black Raspberry flavor, along with a special Red, White & Blue mix. You’ll also see Swedish Fish Minis in a patriotic theme. Even our on-the-go brands are participating, with belVita featuring the soccer campaign on its Energy Snack Bites and multipacks. This is all part of our broader strategy to shift towards year-round, occasion-based marketing, making our entire family of brands central to consumer celebrations.

Related: Mondelēz bites into consumer snacking trends