Cheetos: Unleash the Cheetle – Introducing Cheetos Popcorn

Cheetos, a brand of cheese puffs, launched its new product, Cheetos Popcorn, during the Super Bowl in the USA and positioned the Cheetos dust as a hack to excuse the consumer from chores.

Campaign details

Brand: CheetosAdvertiser: Frito-LayAgency: Ketchum

Defining the Dust

As Cheetos prepared to introduce a new product and a new campaign — at the Super Bowl no less — it invited a curious question: What makes Cheetos Cheetos?

The new product was Cheetos Popcorn (two flavors), and popcorn was already its own kind of food. No longer a uniform puff or iconic sprig, the brand had to define Cheetos by its distinctive flavor. In this case, the orange dust that would be used to coat another one of America's future snack favorites.

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