PLANO, Texas, Jan. 16, 2020 /PRNewswire/ -- Cheetos is popping
back into the Super Bowl ad scene for the first time in over a
decade to debut its biggest innovation in a decade — Cheetos
Popcorn — on the world's largest advertising stage. The :30 TVC
spotlights the orange and red dust that all Cheetos fans proudly
wear on their fingertips, known officially as Cheetle®, and will
kick off Cheetos' newest marketing campaign, "It's a Cheetos
Thing."
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8677551-its-a-cheetos-thing/
Beloved '90s hip-hop star MC Hammer is the star of the new
commercial, as seen in the teaser released today on Cheetos' social
channels [See here]. The teaser video explores the origins of one
of MC Hammer's most beloved songs, "U Can't Touch This" — which
celebrates its 30th anniversary this week — and
asks the question, "Was Cheetos and Cheetle the inspiration behind
the iconic track?" Fans are transported back to the 1990s before MC
Hammer debuted his hit song, showing that it all began with a bag
of Cheetos and Cheetle-covered fingertips. The teaser is in
preparation for the full Super Bowl commercial that will give a nod
to Cheetle-covered fingertips being not just a delicious treat, but
a permission slip to escape the mundane routines of everyday
life.
"Cheetos is such an iconic and beloved brand that has gained
even more popularity in the last decade, so we saw the Super Bowl
as the only fitting place to debut our biggest product launch in a
decade with Cheetos Popcorn," said Rachel
Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America. "And of course, joining
our mischievous brand identity in a playful way with MC Hammer was
a perfect fit. It's two icons coming together — Cheetos and
Hammertime — in a relatable story about the Cheetle that sticks to
everyone's fingers when eating Cheetos."
Cheetos Explodes in Pop-Culture
Cheetos last had an
in-game Super Bowl TVC in 2009 during Super Bowl XLIII when the
Pittsburgh Steelers defeated the Arizona Cardinals. Since then, the
brand has seen an even greater surge in popularity on the back of
numerous experiential campaigns and partnerships such as the
Cannes award-winner "Cheetos
Museum"; a pair of Cheetos restaurants; a fashion show at New York
Fashion Week; and collaborations such as Mac N' Cheetos with Burger
King and the KFC Cheetos Chicken Sandwich. The Flamin' Hot line has
further ingrained the brand in pop-culture, showing up everywhere
from celebrity social media postings to music videos from the
biggest artists in the world to celebrity chef culinary creations
to runway fashion.
It's a Cheetos Thing
Now, the brand is embarking on its biggest effort yet and is using
the world's largest advertising stage to launch not only a massive
new product, but a new Masterbrand campaign as well. The campaign,
"It's a Cheetos Thing," is described as a point of view, or a way
of life. As in, it's an unspoken bond you share with anyone whose
fingers are constantly orange. It's a break from the everyday, or a
momentary pause on adulthood. The campaign narrative concludes with
the tagline, "It's a Cheetos Thing."
The campaign will be supported through all of the primary
channels, including the Super Bowl TVC that will also run the bulk
of the year; in-store; out-of-home; and will heavy up on
digital.
Cheetos Popcorn
Cheetos' new ready-to-eat Popcorn brings the legendary taste
of the iconic Cheetos seasoning to one of America's snacking
favorites, swapping the butter and salt for the cheesy flavors fans
know and love. Available in two flavors — Cheddar and Flamin' Hot®
— Cheetos Popcorn elevates fans' snacking game with cheesy and
flamin' hot twists on a snack perfect for any occasion.
Ready to go right out of the bag, Cheetos Popcorn creates a new
snacking experience that pairs the classic taste of popcorn with an
added boost of cheesy, flavorful fun from Cheetos.
Cheetos Popcorn is available now in 7.0 oz. Cheddar bags and 6.5
oz. Flamin' Hot bags for a suggested retail price of $3.99 and 2 oz. bags for a suggested retail price
of $1.89. For more information,
please visit Cheetos.com.
High-res images and other press materials are available
here.
About Cheetos
Cheetos is one of the many brands that
make up Frito-Lay North America, the
$16 billion convenient foods division
of PepsiCo, Inc. (Nasdaq: PEP), which is headquartered in
Purchase, NY. Learn more about
Frito-Lay at the corporate website, http://www.fritolay.com/, the
Snack Chat blog, http://www.snacks.com/ and on Twitter
http://www.twitter.com/fritolay.
About PepsiCo
PepsiCo products are enjoyed by
consumers more than one billion times a day in more than 200
countries and territories around the world. PepsiCo generated more
than $64 billion in net revenue in
2018, driven by a complementary food and beverage portfolio that
includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana.
PepsiCo's product portfolio includes a wide range of enjoyable
foods and beverages, including 22 brands that generate more than
$1 billion each in estimated annual
retail sales. Guiding PepsiCo is our vision to Be the Global Leader
in Convenient Foods and Beverages by Winning with Purpose. "Winning
with Purpose" reflects our ambition to win sustainably in the
marketplace and embed purpose into all aspects of the business. For
more information, visit www.pepsico.com.
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SOURCE Frito-Lay