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Cheetos
Cheetos and Despicable Me 2 partnership

RAN IN: United States

CLIENT
Frito Lay

Ram Krishnan - VP, Global Brands
Kristin Hibner - Brand Manager
Brian Indianer - Mktg. Analyst
Jeff Klein - Sr. Mktg. Director
Joe Reske - Director, Mktg.

AGENCY
The Marketing Arm *Lead Agency

Leo Santos - Creative Director
Linda Snoria - Sr. Art Director


United Entertainment Group

Adam Smith President


Goodby, Silverstein & Partners

Jen Cho - Sr. Brand Strategist


OMD

Stephen McKnight - Group Acct. Director


SUMMARY

Our aim was to successfully launch Cheetos Mix-Ups while further establishing the Cheetos brand as an icon for family fun. We partnered with the Minions and Despicable Me 2, creating an original animated short film, fun packaging and POS, and a sweepstakes for a Universal Theme Park getaway. The results? Our short became the third most-watched viral ad on You Tube in June 2013. Over 680,000 unique visitors entered our sweepstakes. And Mix-Ups and Cheetos core saw sales increases of 38.5% and 16.5%, respectively.

CASE VIDEO


Hero Medium: Cinema

Medium Featured On Video: Packaging,Retail Experience,Sales Promotion

Audience: Families

Objectives: Build brand equity

Type: Business-to-Consumer

Classification: National

Language: English