July 01, 2016

Cheetos: Dangerously Cheesy PR

Laura Wilcox – Assistant Creative Director

It’s no secret that publicity stunts are usually over-the-top, exaggerated and a lot of hype. But two new launches by the Cheetos brand are turning heads and staining fingers in the cheesiest of ways. No, literally. Like with actual cheese.*

First, the notorious Mac and Cheetos. The fast food world is no stranger to head-scratching edible mash-ups, i.e. Cap’n Crunch Delights, Doritos Locos tacos, Chicken Fries and the ambiguously pronounced Croissandwich. It’s the culinary version of a Celine Dion/Destiny’s Child duet. You will first hate the idea and then hate yourself for loving every second. #ItsJustEmotion

And we’re back. So, what makes Mac and Cheetos work?

Aside from the obvious draw of cholesterol-soaked, cheese-drenched noodles wrapped in Cheetle-powdered fried dough, there are a few forces at play. Whether in adoration or hate, people love to give their two cents on oddball commodities. It’s just a fact of life. Talk equals free press, free press means more sales and you get the picture. Plus, they’re only available for a limited time, which is a well-known pitch for fast-acting sales.

Now, the Cheetos Museum.

That’s right, there is an online Cheetos Museum where the public can upload photos of their wacky-shaped Cheetos. The motivation? $60,000 for the photo with the most votes. So if you’re lucky, you’ll find “Cheesus” for $2.99 and pay off those student loans. It’s basically a corn puff lottery, folks, and I’m about to buy my ticket.

Much like the Reese’s #AllTreesAreBeautiful campaign, the Cheetos Museum also allows the company to turn a quirk (ugly misfit Cheetos) into a weirdly desirable experience. It allows consumers to link a uniquely personal experience with the brand, which overall caters to a growing trend in individualized marketing.

Also, Cheetos snakes are funny.

Will the Cheetos Museum and Mac and Cheetos duo actually result in new profit? Will Cheetos unveil even more surprises in the coming months? Is Chester forever destined to wear that pretentious beret? Only time will tell. Until then, my friend, may your fingers be orange and your tummies full of cheesy joy.

* I’ve never seen cheese powder on the dairy aisle. The term “actual cheese” should be taken loosely. Very, very loosely.

Share: