How to inspire mischief and playfulness in thousands of Gen Zers with a pack of Cheetos
At the beginning of 2021 PepsiCo launched for sale new salty snacks in the fast-growing segment of extruders - legendary Cheetos. Yes, just legendary, because for more than 70 years they have been satisfying the desire of the world consumer in more than 40 countries to get a delicious crispy snack for the whole family. Whereas in Ukraine the level of brand awareness is rather low.
Task
- To build knowledge among the young segment of the audience about the launch of the brand in the market;
- To represent the range of products and demonstrate it to the consumer.
Challenge
The launch of the project was followed by several restrictions:
- Firstly, we were limited in the budget for communication support that pushed us even more to some out of the ordinary solutions.
- Secondly, our communication was limited by lockdown conditions, stay-at-home lifestyle, which led us to look for new formats in the digital environment, where the clatter was growing every day.
Solution
After working through the available tools we came to the conclusion that we need something more than just informing through bloggers’ and promotional posts. We should have something that can get the attention of teens and give a viral effect of launch in the framework of the campaign. Such a bright brand as Cheetos needs an appropriate campaign.
Thus, the first brand-effect in TikTok in Ukraine, in which the entire Cheetos product line was integrated was created.
Realization
- We launched a challenge #cheetosfundance, announced it by the nine most relevant tiktokers to our target audience and used the paid announcement format of the TopView platform. Developing mechanics, we had no less fun than all the participants. Each component was developed with a special mood. Each component was developed with a special mood.
- Song. For the basis of the track we decided to take the famous melody from the ballet “Swan Lake” and make a hip hop remix. After all, what track could be more relevant to dance modern pa in the modern “tutu” - Cheetos pack(tutu)?
- Lyrics. We put the call to action, the main message and the character of the brand in one trendy and cool song, so that everyone goes fooling around and having fun with Cheetos.
- In just 6 days #cheetosfundance in TikTok we received 220 million views (by the way of the month this figure had risen up to 500 million).
- We reached more than 4,5 million Ukrainian audiences. Dividing the total cost of preparation and implementation of the project, the cost of each user, including the target, cost us about 0,3 UAH.
- As an icing on the cake was the number of user-generated content, which reached the mark of more than 12 thousand by the end of the challenge. The uniqueness of this content not only in the creative approach of the creators, but also in the comprehensive disclosure of the essence of the brand: emotions and rational preferences.
