Cheetos has launched its new snack, Cheetos Patas in Cheddar WOW flavor. In addition to the new striking flavor of Cheddar WOW, the brand changed the shape of the snack, which now has the shape of Chester’s paws, Cheetos’ mascot.
Driven by the positioning This very CHEETOS, Cheetos Patas arrives in the country in a consistent way, supporting the positioning that the brand assumed when launching the jingle When Cheetos passes by, I follow your scent, in partnership with Anitta, brand ambassador.
To mark the launch, Cheetos teamed up with AlmapBBDO to develop the campaign that features famous dances and steps on TikTok.
Cheetos Patas comes to connect even more with our public, through a product that is very Cheetos, dirty the fingers and with the unmistakable smell of the snack. In addition, it reinforces our irreverent positioning and attuned to Generation Z, said Daniel Camillo, Marketing Director of Cheetos.
To create the novelty, the brand relied on the research and development work of PepsiCo’s R&D area, which brought together market research data, with group research and consumer behavior trends to arrive at the flavors and formats that will be launched in the market. Brazilian market.
We have been putting our efforts into bringing more and more news to the public. At the end of 2021, we innovated the Cheetos format in a partnership with TikTok and, this time, in addition to the Chester Cheetah paws format, we also have a brand new flavor, Cheddar WOW, added Augusto Vadala, Research and Development Specialist from PepsiCo.
In addition to the solid partnership with Anitta, Cheetos chose to invite the dancer, Jonathan Neguebites, to be present in the brand’s films. Jonathan is responsible for judging, together with the public, the battles between the participants of the campaign that takes place during the month of September on social networks.