Home Branding Cheetos returns to the Super Bowl Stage with a mischievous campaign

Cheetos returns to the Super Bowl Stage with a mischievous campaign

by Olivia Pearce

Cheetos latest teaser playfully reveals the brand has teamed up with the Ashton Kutcher to steal the spotlight at Super Bowl LV with more talent to be revealed

Cheetos reclaimed its Super Bowl icon status last year and is back this year with the launch of a campaign and Super Bowl commercial featuring serious star power alongside a seriously delicious snack: newly released Cheetos Crunch Pop Mix. The in-game TVC will feature the dangerously cheesy snack mix: a blend of two fan favourites — traditional Cheetos Crunchy and the immensely popular Cheetos Popcorn introduced during last year’s Super Bowl LIV.

Fans can get a preview of the Super Bowl ad in a teaser that features actor, venture capitalist and philanthropist Ashton Kutcher, who discovers some shocking evidence — mysteriously tied to Cheetos Crunch Pop Mix. So what will Ashton do with this Cheetle-coated evidence? And what other celebrity star power will he bring into his dramatic — yet mischievous — story? Fans will have to wait until Super Bowl Sunday for the big reveal.

Cheetos Crunch Pop Mix is so popular, it’s sure to be the most coveted snack this game day. In fact, the excitement surrounding the new snack mix has inspired Chester Cheetah to issue a mock advisory warning that the new product is so tantalisingly delicious, fans are likely to sneak a few bites from another family member’s stash.

Chester even rolled out a survey to back his theory: According to a recent consumer survey commissioned by Cheetos, nearly half of Americans (48%) admit to sneaking snacks from friends or loved ones, and amongst those, one in four (25%) even admit to doing it with some regularity.

“Following the success of the brand’s big return to the Super Bowl last year with our biggest innovation in a decade in Cheetos Popcorn, we had to dial up both our product and Super Bowl campaigns this time around,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America.

“I humbly believe we’ve accomplished that with new Cheetos Crunch Pop Mix, bringing fans their two most beloved flavours in Cheetos Popcorn with Cheetos Crunchy. And we’re bringing it to the biggest stage with the help of the multi-talented Ashton Kutcher, who we’re thrilled and honoured to work with.”

This year’s Super Bowl campaign is the next chapter of the master brand campaign, “It’s a Cheetos Thing,” which debuted at Super Bowl LIV. “It’s a Cheetos Thing,” are a point of view, a way of life — and an unspoken bond you share with anyone whose fingers are constantly orange. It’s a break from every day or a momentary pause on adulthood.

The campaign will continue to be supported through all of the primary channels, including this year’s Super Bowl TVC; in-store; out-of-home, and digital.

The article Cheetos returns to the Super Bowl Stage with a mischievous campaign appeared first on World Branding Forum.

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