About the project

Positioning Cheetos meant tackling a twofold challenge: turning it into a brand for the whole family without losing its signature fun personality, while allowing it to gradually evolve. We needed to connect with kids through play, but also win over the parents, who were ultimately making the purchasing decisions. We positioned the product as the perfect excuse to share fun moments, striking a balance between irreverence and trust.

Over time, the audience evolved, and so did the strategy. This transition took the brand from speaking exclusively to kids to connecting with a new generation of teenagers. To achieve this, we partnered with the most relevant content creators of the moment, seamlessly integrating Cheetos into digital entertainment and ensuring its relevance for a new generation.

Cheetos