A new take on a celebrity sponsorship
CREATIVE STRATEGY
CHEETOS is revitalizing its brand by moving away from family fun and embracing a ‘Feed the Cult’ strategy. The brand aims to be a cultural icon, taking its product’s could-be inconvenience and flipping it into a status symbol. “Cheetle” dust (the orange dust left on the fingers of a Cheetos eater) is actually a good thing - a symbol of the kind of playful mischief the Rejuvenile audience craves in their daily lives.
THE ASK
Cheetlfy North America by activating the cult
EVOLVING THE AUDIENCE
