Agency: Goodby Silverstein & Partners
Country: 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 again.
Cheetos TV advertising—where the bulk of media dollars are spent—was performing among the best in the Frito-Lay portfolio in terms of driving volume.3 As TV marketing funds were not available, however, we had the challenge of relying on digital/social strategy to increase sales.