Cheetos – the Orange Underground: WTF happened to Chester?

Goodby, Silverstein & Partners, San Francisco


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 (or cult brand or love mark or…) by using social media and user-generated content in authentic and seamless ways.