Cheetos was freshly launched in Romania and looking to make an entrance „the Cheetos way”, fun and witty enough to be memorable, especially when it comes to the “hard to grasp” Gen Zers.
The timing didn’t help much, as February – the month of love, love, love – is not really compatible with the brands’ mischievous fun DNA.
A DOUBLE CHALLENGE:
ON ONE HAND, COMMUNICATE CHEETOS IN A WITTY ENOUGH MANNER TO ATTRACT GEN ZERS AND ENGAGING ENOUGH TO BREAK THROUGH THE FEBRUARY “CHEESINESS” CLUTTER
o As a newly launched brand, Cheetos wanted to truly engage its audience during one of the most cluttered periods (Valentine’s), through a consumer generated Social Media campaign
o Consolidate a 7.7% market share during a cluttered, promo-oriented period in the category