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Cookie Guy is back! 'Chips Ahoy' mascot returns from retirement

March 7, 2014 at 11:02 AM ET

The latest incarnation of the Chips Ahoy! Cookie Guy debuts in ads on Monday.
Chips Ahoy!
The latest incarnation of Cookie Guy debuts in ads on Monday.

He’s not as distinguished as the Cap’N, as famously creepy as The King or as iconic as the Kool-Aid Man, but the Chips Ahoy! mascot is ready for his comeback.

On Monday, you’ll start seeing Cookie Guy—formerly Cookie Man—in TV spots timed to the brand’s 50th anniversary and release of a new line of ice cream–inspired flavors (root beer float, dulce de leche, mint chocolate chip and mocha chunk).

Cookie Guy received a slight update after his four-year retirement, but he has received many dramatic makeovers over the years, most noticeably evolving from a live-action human superhero named Mort Meek in the 1960s and ’70s to an animated cookie in the 2000s.

The Chips Ahoy! Cookie Guy was actually a guy, back in 1964. He reminds us a little of the Hamburglar...
Chips Ahoy!
The Chips Ahoy! Cookie Guy was actually a guy, back in 1964. He reminds us a little of the Hamburglar...

Originally, Cookie Man appeared in comic strips on the back of packages and in TV spots during Saturday morning cartoons.

Don’t remember him? That’s OK—Richard George, professor of food marketing at St. Joseph’s University in Philadelphia, thinks the new animated Cookie Guy has potential to make a bigger impact than the retro version, especially through social media.

The 1972 Cookie Guy
Chips Ahoy!
The 1972 Cookie Guy

“Bringing back Cookie Guy is terrific—a smart move,” he told TODAY.com. “Look at Geico. Animatronics makes it timeless—it’s fun whether you’re 3 or 65.”

Only a handful of mascots can withstand the test of time, George added, noting, “Every brand couldn’t do this.”

In 2004 Cookie Guy becomes a cookie
Chips Ahoy!
In 2004 Cookie Guy becomes an animated cookie.

“We have always recognized the Cookie Guy as a strong brand asset—that’s why he has been with the brand on and off for so many years,” Chips Ahoy! senior brand manager Tara Apisa told TODAY.com. “We thought it was the perfect time to re-introduce this fun character, bringing to life our brand spirit, nudging the conventions of chocolate chip cookies, one chip at a time.”

By 2007, Cookie guy was 3D.
Chips Ahoy!
By 2007, Cookie guy was 3D.

Is there a food mascot you would like to see again? Tell us in the comments below. 

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