Cheetos - the Orange Underground: WTF happened to Chester?

In 2007, Frito-Lay wanted to reposition Cheetos as a product that was relevant to an adult audience, having committed to stop marketing the brand to children.

Cheetos – the Orange Underground: WTF happened to Chester?

Goodby, Silverstein & Partners, San Francisco

SYNOPSIS

What follows is a twisted morality play about how doing the right thing sometimes frees you up to be really bad.

This is a tale about resurrecting the soul of an iconic brand by being brutally honest about the deepest, darkest consumer drives that have always fueled its success; a how-to-research guide for revitalizing a brand not through repositioning, but deep positioning.

At the heart of this case we will also encounter a powerful example of how to harness and accelerate a brand movement...

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