Cheetos - mischievous fun with Cheetos

A 2007-8 campaign for Cheetos snacks (Frito-Lay). The brand had begun to suffer intense competition and drop in penetration.

“Mischievous Fun with Cheetos®”

BUSINESS SITUATION

Throughout its 60 year history, Cheetos had advertised to kids and families. In 1986, Cheetos ads started featuring Chester Cheetah in a lifelong pursuit of Cheetos snacks. As long as Chester had his Cheetos snacks, he was a cool cat. But deprivation of his favorite snack changed him into a slightly crazed and neurotic cat, leading to endless fun and play that kids adored. By sticking singularly to this strategy, the brand enjoyed phenomenal marketplace success in terms of double digit growth over many years. There was absolutely no reason to do anything but...

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