Frito-Lay brand Cheetos is launching a brand-new campaign to celebrate the fact that most customers eat Cheetos with their dominant hand.
The Cheetos Other Hand campaign plays up the mayhem that can ensue when people try to do other things with their free hand while using their main hand to continue eating Cheetos.
“For years, Cheetos has activated campaigns that spotlight Cheetle, the iconic orange dust that Cheetos fans wear as a badge of honor. This year, we’re continuing to insert Cheetle into culture with a new program that recognizes and celebrates an existing behavior embraced by Cheetos lovers everywhere,” said Flavia Simoes, senior director of marketing, PepsiCo Foods North America.
“Every Cheetos fan knows the feeling when they need to use their Other Hand to do daily tasks because they don’t want to give up using their dominant hand to eat Cheetos, which is why this creative territory felt like a no brainer for us,” she continued. “Our goal is to show the world that it’s okay to embrace the mess that comes with using your Other Hand.”
The campaign includes a series of digital spots, OOH advertising stunts and a partnership with Denver Nuggets point guard Jamal Murray. The spots depict a baker botching a birthday cake, a sketch artist creating a distorted drawing, and even a plastic surgeon that messes up an operation because they were all eating Cheetos, and protecting the Cheelde, with their other hand. In a humorous spot Murray misses high fives for the same reason.
“Our new campaign showcases relatable examples of people doing things ‘wrong’ with their Other Hand because they don’t want to give up eating Cheetos,” said Simoes. “Jamal Murray is a huge Cheetos fan and has first-hand experience of the hilarious things that can happen when using his Other Hand, so he was the perfect partner to launch and represent this campaign. This partnership helps us engage with our fans in a different way, building off other sports campaigns we’ve done.
The campaign’s out-of-home element shows a bad parking job in New York City to poke fun at drivers using their Other Hand and a New York Times ad with grammatical errors, among others. Fans are encouraged to engage with the campaign and use the #CheetosOtherHand hashtag on social.
“The insight behind the Other Hand campaign is one that all Cheetos fans can relate to,” added Simoes. “With digital spots, billboard activations and our partnership with Jamal Murray, we’re meeting our consumers everywhere they are.”
