Campaign details

Brand: Cheetos
Lead Agency: AlmapBBDO
Region: 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:

Strengthen young adults' connection to the brand.

Target Audience

Looking to recover ground in the category amongst young adults, Cheetos – once a kid-focused brand – turned its attentions to: young adults, ages 17 to 24.

Though this generation is starting to go off salty snacks, they still maintain a nostalgic relationship with Cheetos. They have fond memories of the shapes, smell, and taste of the snack, and especially the mascot, Chester Cheetah.