Cheetos: Cheetos Fax

Cheetos, a brand of snacks, used the nostalgia trend to connect with young adults in Brazil.

Campaign details

Brand: CheetosLead Agency: AlmapBBDORegion: LATAM

Strategy

Objective

In Brazil, Cheetos has always been a brand focused on children. But in recent years the salty snacks category has seen a major drop in penetration as teens age into young adults. The category, while well established among children, is seen to lose strength over the course of their youths.

And Cheetos, as Brazil's biggest salty-snack brand in terms of domestic sales volume, took on the responsibility of bringing young adults back into the category.

With this in mind, the brand's campaign had one main goal:...

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