Chips Ahoy is stepping into the Upside Down, joining the growing list of brands partnering with Stranger Things to tap into one of Netflix’s most popular cultural phenomena. As the final season of the hit series approaches, Chips Ahoy has unveiled an immersive campaign that combines augmented reality gaming, collectible merchandise, and limited-edition products designed to captivate fans.
Through on-pack QR codes, consumers can access an AR game that takes them through a Stranger Things-inspired Upside Down world. Participants will navigate different levels in search of hidden cookies, with in-game achievements unlocking real-world prizes. Among the rewards are exclusive merchandise and a specially designed Stranger Things guitar modeled after Eddie Munson, a fan-favorite character from season four.
Chips Ahoy is also introducing a limited-edition cookie crafted specifically for the campaign. Featuring a chocolate base, fudge chips, and a red, strawberry-flavored filling—marking the brand’s first fruit-flavored cookie—this product blends indulgence with nostalgia. The packaging pays homage to the iconic series, incorporating glow-in-the-dark elements and thematic designs inspired by the Stranger Things universe. Additionally, Chips Ahoy will release retro 1980s-style Original Chips Ahoy packs, celebrating the show’s signature vintage vibe.
Fans eager to get their hands on the limited-edition cookies can pre-order via a dedicated microsite, with early access reserved for the first 1,500 sign-ups. Nationwide availability begins on August 11.
The timing aligns with the highly anticipated release of Stranger Things season five, which will roll out in three parts starting November 26. The final season continues the story in Hawkins, Indiana, following Eleven (Millie Bobby Brown) and her friends as they battle Vecna and confront the dangers of the rift between their world and the Upside Down.
Chips Ahoy joins a lineup of major brands leveraging the cultural impact of Stranger Things. Companies like Domino’s, Coca-Cola, and H&M have previously linked with the series, while other brands have expanded collaborations with Netflix. U.S. Bank and Subway recently partnered with the platform for Happy Gilmore 2, premiering July 25, and Duolingo launched a campaign around Squid Game season two to promote learning Korean.
By combining interactive digital experiences with exclusive products, Chips Ahoy aims to deepen its connection with fans of Stranger Things, blending nostalgia, entertainment, and engagement in a unique consumer experience.
