Campaign details
Brand: Fritolay / CheetosLead agency: OMD TURKEYRegion: EMEA
Objectives
Our objectives were to build brand awareness, to re-enforce brand personality, to engage a new target audience (gamers), to deliver the brand message (a fun brand), to make Cheetos' brand hero Chester the favorite gaming friend of the tweens and to increase brand scores.
Target audience
Our target audience was 8-12 years old both male and female tweens in Turkey. In order to analyze our target audience deeper, we had a 2 step media usage research. According to our quantitative CAPI Interviews and qualitative...