In order to position Cheetos as non sedentary snack between child groups, we sought a concept related to movement and physical activity. The path chosen was the world of music and dance, and for that we created the universe Cheetos & Beat consisting of a new style of dance.
We developed a print campaign where the main protagonist was the brand mascot (Chester), and the main objective was to promote young audience interaction with the brand so that it will create more physical and healthy activity around it.
agency: CP Proximity
Jaume Leis, Carlos Adán, Eva Santos and Raúl Gª Uclés
- view infoPoint of sale campaign:
A communication campaign was raised mainly in the establishments with POS material and advertising on Pack. In addition, there would be reinforcement and maintenance campaign via online media (advergaming, banners, etc ...).
- view infoLenticular poster:
Lenticular posters with 3 movements for local establishments.
- view infoAdvertising on pack:
During the promotion period the product pack would have a message tailored to the campaign. In addition, inside would have cards with the dance steps of C&B. To reinforce the concept, the dance steps of the cards were lenticular moving images. Also in order to promote the association of children with parents, there were trading cards aimed at both children and parents.
- view infoThe Contest:
To get the Grand Final Gift (dancing with a Celebrity) the children had to collect the online dance steps and compete against other users. The cards with the dance steps could be stored either in the traditional way (as a music poster) or via online.
Zone training, exchange cards, awards, gadgets, fan Club, videos ... The C&B was raised as much more than a simple promotion.
- Online videos:
Once the collection was completed (choreography), they should be recorded dancing it and hang it on the web. In this site they could also see videos of other participants, vote for the favorite, exchanging cards and much more. Moreover, the figure of the parents joined as extra support for children to feel more motivated and dance with them.