The PepsiCo Foundation, in partnership with
Cheetos, will provide 500 Uplift Scholarships to Hispanic students
to elevate their education and unleash their full potential
PLANO,
Texas, July 17, 2023 /PRNewswire/ -- Artists have
often been the face of a brand, but Cheetos®,
famous for its iconic orange Cheetle® dust, is launching
its latest Deja tu Huella campaign by doing something no other
brand has done – sponsoring a musician's fingertips.
For years, Cheetos has celebrated Hispanic culture's impact on
society and empowered the community with Deja tu Huella, its
ongoing campaign inspired by the rally cry that translates to
"leave your mark." To kick off the program's fourth iteration,
Cheetos is launching the world's first fingertip sponsorship with
global superstar Becky G in hopes of inspiring others to leave
their mark on everything they touch.
As a longtime advocate for the Hispanic community, Becky G is
joining the cause to support and celebrate the next generation of
Hispanic students via scholarships provided by the PepsiCo
Foundation, a community college tour, and a nationwide TikTok
challenge. In a TV commercial released today, Cheetos demonstrates
how Becky G's Cheetle-covered fingertips can empower members of the
Hispanic community to chase their dreams as she did.
"It's so surreal that Cheetos – a family favorite – is
sponsoring my fingertips so that we can help mi gente," said Becky
G. "Giving back and making positive change in my community is
important to me, which is why this collaboration with Cheetos and
the Deja tu Huella campaign was a no-brainer. It's helping open
doors for so many young people to leave their mark on the
world!"
Championing Future Leaders with Uplift Scholarships
To
support the Hispanic community, the PepsiCo Foundation, in
partnership with Cheetos, will award 500 Uplift Scholarships this
year to students across 12 different community colleges classified
as Hispanic-Serving Institutions (HSIs). In the next three years,
the PepsiCo Foundation plans to award more than 2,000 additional
scholarships as part of its ongoing partnership with Cheetos.
The Uplift Scholarships provided by the PepsiCo Foundation will
not only fund tuition-related costs but also provide support
services, including access to emergency grants that would keep
students from having to pause schooling, financial management
webinars, and opportunities for mentorship with PepsiCo leadership
and associates. Some scholars will also receive support for
additional resources such as transportation, housing, and food
assistance that will allow them to break past barriers that may
hinder their pursuit of education.
How the Hispanic Community Can Get Involved
To
encourage students to apply for the PepsiCo Foundation's Uplift
Scholarships, Cheetos is launching the Deja tu
Huella Tour, hosting events at community colleges across the
country surrounding National Hispanic Heritage Month. With stops in
Miami, San Antonio and Becky G's hometown of
Los Angeles, the Deja tu
Huella Tour will reach three community college systems with a
collective population of more than 400,000 students. At each
college campus, Cheetos will celebrate Hispanic
students and provide them with valuable resources intended to
support their future career growth, including resume reviews,
professional headshots, mentorship opportunities and
motivational speakers. Because Cheetos always brings
the fun, the tour will also feature music, delicious food, photo
opportunities and more.
"Our mission with the Cheetos Deja tu Huella campaign is to
shine a light on members of the Hispanic community who are leaving
their mark on culture and encourage others to do the same by
providing funding and support," said Tina
Mahal, senior vice president of brand marketing at
Frito-Lay. "We're proud to continue this commitment for the fourth
time in a way that's never been done before with the world's first
fingertip sponsorship of Becky G, a generation-defining artist who
has inspired so many young people."
In addition to supporting students at the three Deja tu Huella
Tour stops, Cheetos and Becky G are calling on fans nationwide to
share how they leave their mark for a chance to win tickets to
Becky G's first-ever headlining tour this fall and meet-and-greets
with the superstar herself. To enter, fans can use their
Cheetle-covered fingertips to record and submit a TikTok video with
#DejatuHuellaTour and #entry showing five ways – one for each
fingertip – they're leaving their mark on their community.
For more information on the Deja tu Huella program including the
Uplift Scholarships, Deja tu Huella Tour and TikTok challenge,
please visit Cheetos.com/DejatuHuella.
About Cheetos
Cheetos® has been
delivering delicious cheesy snacks and making mischief with
orange-covered fingertips for 75 years. Cheetos
believes you should never lose your mischievous spark or
playful spirit regardless of what life brings. It is one of the
many brands that make up Frito-Lay North America, the $23
billion convenient foods division of PepsiCo, Inc.
Follow Cheetos on Twitter
(@ChesterCheetah), Instagram (@Cheetos),
YouTube (@Cheetos), Facebook (Cheetos)
and TikTok (@Cheetos).
About Frito-Lay North America
Frito-Lay North America is the
$23 billion convenient foods division
of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in
Purchase, NY. Frito-Lay snacks
include Lay's and Ruffles potato chips, Doritos and Tostitos
tortilla chips and branded dips, Cheetos snacks, Stacy's pita
chips, PopCorners popped-corn snacks, SunChips multigrain snacks
and Fritos corn chips. The company operates 30+ manufacturing
facilities across the U.S. and Canada, more than 200 distribution centers and
services 315,000 retail customers per week through its
direct-store-delivery model. Learn more about Frito-Lay at the
corporate website, www.fritolay.com, on Twitter (@fritolay), on
Instagram (@fritolay) and on Facebook (Frito-Lay).
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 $86 billion in net revenue in
2022, driven by a complementary beverage and convenient foods
portfolio that includes Lay's, Doritos, Cheetos, Gatorade,
Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product
portfolio includes a wide range of enjoyable foods and beverages,
including many iconic brands that generate more than $1
billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Beverages and Convenient Foods by Winning with pep+ (PepsiCo
Positive). pep+ is our strategic end-to-end transformation that
puts sustainability and human capital at the center of how we will
create value and growth by operating within planetary boundaries
and inspiring positive change for planet and people. For more
information, visit www.pepsico.com, and follow
on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.
About the PepsiCo Foundation
The PepsiCo Foundation,
the philanthropic arm of PepsiCo, invests in the essential elements
of a sustainable food system with a mission to support thriving
communities. Working with non-profits and experts around the globe,
we're focused on helping communities obtain access to food
security, safe water and economic opportunity. We strive for
tangible impact in the places where we live and work—collaborating
with industry peers, local and international organizations, and our
employees to affect large-scale change on the issues that matter to
us and are of global importance. Learn more at
www.pepsicofoundation.com.
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SOURCE Frito-Lay North
America