Cheetos: Can't Touch This

Cheetos, a brand of corn puff snack, disrupted the popcorn category and drove household penetration with its new product Cheetos Popcorn.

Campaign Details

Brand: CheetosAgency: Goodby Silverstein & PartnersCountry: US

Why is This Work Relevant for Creative Strategy?

For years Cheetos had spent its marketing efforts portraying itself as the "family fun" brand and downplaying the most distinctive, and divisive, aspect of the product: the orange, messy, indulgent dust.

This case illustrates the power of embracing and amplifying what makes a snack brand distinct in its category, even if it's a polarizing attribute. By imbuing Cheetos dust with new meaning, our campaign not only doubled sales goals but also brought a wave of new households into...

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