Cheetos: Cheetle in cheadle

Cheetos, a snack brand, installed a 17-foot-tall statue as part of their campaign in Canada to increase relevance and top-of-mind awareness with adults, and downplay the most distinctive, and divisive, aspect of the product: the dust.

The Challenge & Goal

Years of targeting families, often with childlike programming and an emphasis on the brand's mascot, Chester Cheetah, had Canadians believing the iconic orange snack was just for kids. To appeal to parents, that also meant downplaying the most distinctive—and divisive—aspect of the product: the orange, messy, indulgent dust.

But by 2022, Cheetos sales in Canada were beginning to plateau. The consumer had evolved—only 22% of households that purchase Cheetos have kids, signaling a huge untapped opportunity for the brand to increase relevance and top-of-mind awareness with adults. To do this, the brand needed to make a...

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