A new take on a celebrity sponsorship
CREATIVE STRATEGY
CHEETOS has successfully revitalized its brand by moved 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 the north by activating the cult in Canada
EVOLVING THE AUDIENCE
creative execution
The work was part of the North American launch of the Sponsortips campaign.
