Cheetos: Can't touch this

Cheetos, a snack brand, launched a campaign in the US to increase household penetration, build awareness, and increase sales and market share.

Objectives

By 2019, Cheetos had seemingly reached its growth limit. Household penetration was plateauing and the brand was losing share in the salty snack category.

This led to a new product innovation from the brand: Cheetos Popcorn. By bringing the Cheetos experience to an entirely new snack audience, the plan was to bring more households into the Cheetos franchise to fuel growth.

However, there was a tension from the start. The popcorn subcategory overwhelmingly touts "simple", "healthy" and "wholesome" as attractors. The big players in popcorn are marketed as the snacking choice for those looking for a "better for you"...

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