PLANO, Texas, Feb. 1, 2021 /PRNewswire/ -- After
reclaiming its Super Bowl icon status last year, today Cheetos
unveiled this year's full TVC for Super Bowl LV, "It Wasn't Me." In
the commercial, actors, philanthropists and power-couple
Ashton Kutcher and Mila Kunis helped remix Grammy Award-winning
artist Shaggy's iconic song with a mischievous twist, offering a
tip on what to do when caught sneaking Cheetos from your loved
one's stash.
Fans were left stumped with the release of teasers, "Evidence"
and "Advice," wondering about the evidence Kutcher found. What
could Mila have done? What advice did Shaggy offer her? All their
questions are finally answered [see here] as Ashton continuously
catches Mila 'orange-handed' around the house — eating his bag of
Cheetos Crunch Pop Mix. But every time he questions her, Mila has
the perfect response: "It Wasn't Me," thanks to Shaggy. The release
of the commercial for Super Bowl LV also marks the 20th
anniversary of the retail release of the reggae icon's timeless hit
"It Wasn't Me."
"Mila and I both remember when 'It Wasn't Me' came out 20 years
ago when we were first working together on That 70s
Show, so it's really cool to come full circle with Cheetos,
work together again and remix this song," Kutcher said. "We've
rarely done projects together since then, but the concept was so
fun and relatable. And we couldn't pass up the chance to be in this
Super Bowl commercial."
With the release of Cheetos Crunch Pop Mix – a delicious
combination of two fan favorites in Cheetos Popcorn with Cheetos
Crunchy – last month, Chester Cheetah mock-warned fans to keep
their eyes peeled for any Cheetle-coated surfaces as this would be
the most sought-after snack in their pantry. He even issued his own
survey to back-up his theory: According to a recent consumer survey
commissioned by Cheetos, nearly half of Americans (48 percent)
admit to sneaking snacks from friends or loved ones, and among
those, one in four (25 percent) even admit to doing it with some
regularity*.
"Cheetos burst back onto the Super Bowl scene last year and this
year's Cheetos campaign is no different, perfectly depicting the
lengths our fans will go for their Cheetos," said Rachel Ferdinando, SVP and Chief Marketing
Officer, Frito-Lay North America.
"And to be able to partner with Ashton, Mila and Shaggy, whose
comedic delivery and timing brings this campaign to life, is truly
amazing and something I'm sure the millions of viewers tuning into
the Super Bowl will love — and relate to."
The spot was created by Frito-Lay's creative agency Goodby,
Silverstein & Partners and directed by renowned Super Bowl
commercial director, Bryan
Buckley.
Snap to Steal
In a first-of-its-kind activation, this
year's Cheetos Super Bowl spot is giving fans the opportunity to
snatch their own bag of Cheetos Crunch Pop Mix directly from the
commercial when it airs on Super Bowl Sunday. All fans need to do
is simply open Snapchat, point their camera at the new Cheetos
commercial and hold down on their screen to unlock a free bag of
Cheetos Crunch Pop Mix.
To let fans in on this gameday hack, a national snap lens
starring Chester Cheetah goes live Sunday morning, styled like a
secret video call, giving the scoop on how to scan and steal
Cheetos Crunch Pop Mix from the spot.
Cheetos is also giving fans the chance to win a year's worth of
Cheetos and swag every time the defense steals the ball during
Super Bowl LV. Anytime a turnover happens in the game, Chester will
send out a Turnover Tweet where fans can enter to win epic Cheetos
swag. Follow @ChesterCheetah on Twitter for more information on how
you can win big on Super Bowl Sunday.
Finally, fans living near Brooklyn,
New York can scan the QR code included in a Cheetos
advertisement on the corner of Wythe and North 10th to
score a free bag of Cheetos Crunch Pop Mix, now through
February 7, or until supplies
last.
TikTok Challenge
Following Super Bowl Sunday, Cheetos
will be launching a TikTok challenge for fans to create their own
version of the Super Bowl commercial, singing "It Wasn't Me" in
response to a handful of up-and-coming creators. This campaign is
rooted in the brand's mission to inspire and encourage fans to
express their creativity with a bit of a mischievous twist.
It's a Cheetos Thing
This year's Super Bowl campaign is the next chapter of the
masterbrand campaign, "It's a Cheetos Thing," which debuted at
Super Bowl LIV. "It's a Cheetos Thing," is a point of view, a way
of life — and 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 will continue to be supported through all of the
primary channels, including this year's Super Bowl TVC; in-store;
out-of-home; and digital.
Cheetos Crunch Pop Mix
Combining the two beloved
products, Cheetos Popcorn and traditional Cheetos Crunchy, Cheetos
Crunch Pop Mix creates a new, one-of-a-kind Cheetle-infused
snacking experience.
Cheetos Crunch Pop Mix also ties into recent food and snack
mashup trends that emerged during 2020, including the infusion of
snack mixes into mealtime occasions and Cheetos recipe searches
skyrocketing 190%. This led to other innovations and campaigns such
as Cheetos Mac 'n Cheese, a Cheetos cookbook and even a new PepsiCo
Foods North America recipe hub,
MoreSmilesWithEveryBite.com.
Cheetos Crunch Pop Mix is now available in a 7 oz bag for
$3.99 SRP and 2.25 oz bag for
$1.89 SRP at retailers
nationwide.
Frito-Lay Dominates Super Bowl LV
The Cheetos
commercial will be one of three brand campaigns from Frito-Lay on
Super Bowl Sunday, making it the broadest presence the company has
had to date during the Super Bowl. The Doritos campaign will
feature the return of the highly anticipated Doritos 3D Crunch and
a new look for #FlatMatthew. And for the first time, the Frito-Lay
portfolio of brands will premiere a Super Bowl Sunday commercial
that includes the most NFL legends ever featured in a PepsiCo
commercial.
*This poll was conducted by Morning Consult between December 18-December 20, 2020 among a national
sample of 2,200 Adults. The interviews were conducted online, and
the data were weighted to approximate a target sample of Adults
based on gender, educational attainment, age, race, and region.
Results from the full survey have a margin of error of plus or
minus 2 percentage points.
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 $67 billion in net revenue in
2019, 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 23 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 North
America