senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA

In-House Excellence Winner (2023): Frito-Lay - "Cheetos Reaper"

In-House Excellence Winner (2023): Frito-Lay
18/12/2023
Associations, Award Shows and Festivals
New York, USA
112
Share
Brand
Agency / Creative
SIGN UP FOR OUR NEWSLETTER

In 2022, Cheetos looked to excite the next generation of Walmart shoppers. Knowing the multicultural Gen Z audience is drawn to hot flavors, Cheetos introduced their hottest flavor to date – Cheetos Flamin’ Hot Sweet Carolina Reaper (yes, as in the world’s hottest pepper).

In a fiery move to captivate the taste buds of Generation Z, Cheetos orchestrated a blazing social media campaign, unleashing its hottest flavor, the Flamin' Hot Sweet Carolina Reaper, exclusively at Walmart. Leveraging TikTok's vibrant user base, Cheetos invited fans to showcase their most dramatic reactions under the #CheetosReaperReactions hashtag, with the promise that Chester Cheetah himself might stitch their videos. This unique approach set the stage for a memorable campaign that not only sold out products in over 3,100 Walmart stores but also ignited a staggering 9.7 billion video views and a 22 percent ad recall—seven times the industry benchmark.

Key Takeaways:

  1. Strategic TikTok Integration: Recognizing TikTok as the go-to platform for expressive reactions, Cheetos strategically inserted itself into the conversation by encouraging users to share their over-the-top responses to the new flavor. Leveraging TikTok's features like stitches and duets, the campaign resonated authentically with the platform's user behavior.

  2. Chester Cheetah's Directorial Debut: The introduction of Chester Cheetah as the judge and director added a playful and interactive element. By evaluating and scoring user reactions, Chester Cheetah brought a charismatic touch, engaging TikTokers in a fun and unique way. Custom bags featuring users' faces added an extra layer of creativity.

  3. Stellar Engagement and Results: The campaign's impact was nothing short of spectacular, with sold-out products, a 25 percent awareness lift, and impressive engagement metrics. Over 2 million video creations, 9.7 billion views, and a 22 percent ad recall showcased the campaign's resonance and effectiveness in reaching and captivating the target audience.


Discover the full 2023 ANA In-House Excellence Award winners gallery here

ANA members visit the ANA Marketing Knowledge Center to read more about this case and full case summaries from all ANA Award Programs

For more about the ANA In-House Excellence Awards visit www.anainhouseawards.org

About ANA

The ANA’s (Association of National Advertisers) mission is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0