Cheetos: Unleash the Cheetle – Introducing Cheetos Popcorn

Cheetos, a brand of cheese puffs, launched its new product, Cheetos Popcorn, during the Super Bowl in the USA and positioned the Cheetos dust as a hack to excuse the consumer from chores.

Campaign details

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

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