Brand: Cheetos Advertiser: Frito-Lay Agency: Ketchum
Defining the Dust
As Cheetos prepared to introduce a new product and a new campaign — at the Super Bowl no less — it invited a curious question: What makes Cheetos Cheetos?
The new product was Cheetos Popcorn (two flavors), and popcorn was already its own kind of food. No longer a uniform puff or iconic sprig, the brand had to define Cheetos by its distinctive flavor. In this case, the orange dust that would be used to