Campaign Details
Brand: CheetosAgency: Goodby Silverstein & PartnersCountry: US
Why is This Work Relevant for Creative Strategy?
For years Cheetos had spent its marketing efforts portraying itself as the "family fun" brand and downplaying the most distinctive, and divisive, aspect of the product: the orange, messy, indulgent dust.
This case illustrates the power of embracing and amplifying what makes a snack brand distinct in its category, even if it's a polarizing attribute. By imbuing Cheetos dust with new meaning, our campaign not only doubled sales goals but also brought a wave of new households into...