Cheetos Museum

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Advertiser: Frito-LayBrand: CheetosAgency: Goodby Silverstein & PartnersCountry: United States


At the start of 2016, Cheetos was facing its greatest competition—Cheetos itself.

Year-over-year sales had increased continually for nine years.1 Their share of the cheese-puff market was incredibly high, but essentially flat (e.g. 76.9 percent in 2015 vs. 76.93 percent in 2014).2

In other words, Cheetos was a category leader but needed to find new ways to grow. Instead of asking consumers to snack more, our challenge was to unlock an entirely new reason for people to buy the product...

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