PLANO, Texas, Oct. 27, 2020 /PRNewswire/ -- In Latino
culture, there is a phrase that embraces the action of pushing
boundaries with your unique individuality: deja tu huella,
"leave your mark" in English. With this sentiment as the
inspiration, Cheetos today announced a new multi-platform
initiative designed to rally the next generation to leave their
mark on culture — whether through music, fashion, entertainment or
more.
Cheetos is using this program to encourage and celebrate the
playfulness and spontaneity so many fans display every day — while
shining a light on the community that first embraced deja tu
huella. Hispanic culture has shaped American pop-culture, and
Cheetos wants to celebrate and help lift up this community.
Cheetos is collaborating with global Latin superstar Bad Bunny
to develop content to serve as the anthem behind this cultural
movement. The first-ever collaboration will be unveiled during the
"2020 American Music Awards" (AMAs) on Sunday, Nov. 22, at 8:00
p.m. EST/PST on ABC. As part of the AMAs partnership,
Cheetos will continue to support artists who are leaving their mark
by sponsoring the expansion of the Latin award categories including
Favorite Male Artist, Favorite Female Artist, Favorite Album and
Favorite Song.
"I've been so fortunate to be able to embrace my roots and
culture and express it through music and entertainment," said Bad
Bunny, from Puerto Rico and the
first Latin music artist to appear on the cover of Rolling
Stone magazine. "I want to encourage others to be passionate in
whatever they set their mind to. DEJA TU
HUELLA!"
Cheetos is giving back to the Hispanic community with a
$500,000 commitment, in collaboration
with Bad Bunny's Good Bunny Foundation. Cheetos' activity
complements the recently announced PepsiCo and PepsiCo Foundation
commitment to the Latino community, with $170 million in support over five years to
further build on its long-standing efforts to address racial
inequality and create opportunity.
"It's undeniable that Hispanic culture has shaped American pop
culture. And it's that culture that has inspired much of
Cheetos initiatives in food, fashion and entertainment," said
Marissa Solis, SVP of marketing,
Frito-Lay North America. "On
the heels of Hispanic Heritage Month, we're proud to kick off a
campaign that pays tribute to the Latinos who are pushing
boundaries and rewriting the rules. And, we'll have a lot of fun
along the way when we see what Mr. Bunny and Mr. Chester have in
store for fans this November."
For more information about Cheetos and Deja Tu Huella, visit www.cheetos.com.
Or follow us @Cheetos
on Instagram and Facebook and @ChesterCheetah
on Twitter.
About Cheetos
Cheetos is one of the many brands that make up Frito-Lay North
America, the $17 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.
About Bad Bunny
Bad Bunny is proclaimed as one of the
most popular artists in the world. The multi-platinum artist,
winner of the Latin GRAMMY and nominated for the GRAMMY, constantly
manages to break language and stereotype barriers around the globe,
becoming an international culture and entertainment icon. Following
the huge impact he has had on mass audiences, Bad Bunny became the
first Latin Reggaeton artist in history to appear on the cover of
Rolling Stone magazine. He is also the second male personality to
appear alone on the cover of Playboy magazine, after its founder,
Hugh Hefner. His leadership within
the Reggaeton and Trap genres has led him to dominate large stages
during prominent music festivals and international concert
tours.
His most recent album, "Las Que No Iban A Salir" debuted #1 on
Billboard's "Top Latin Albums," dethroning himself over his
previous albums, with "YHLQMDLG" at #2 and "X 100PRE" at #3. Bad
Bunny is one of the Latin artists with the most entries to the
global "Hot 100" list, with a total of 24 hits. In addition, with
his album "YHLQMDLG," he became the first Latino artist in history
to achieve the position #2 on the global list "Billboard 200." Each
of Bad Bunny's releases has left their forceful mark on the history
of Latin music. His artistic power and leadership in the
entertainment world demonstrate his character as one of the most
impactful artists of the moment and reaffirm his expansive position
in the music industry.
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SOURCE Frito-Lay North
America