- Cheetos saw declining market share and needed to expand its audience beyond family occasions. It launched a "Can't Touch This" campaign featuring a Super Bowl ad for a new popcorn product highlighting how the orange dust gets people out of tasks. - Research found younger people saw Cheetos dust not just as tasty but as a way to access freedom from responsibility by using it as an excuse to procrastinate. - The campaign was highly successful, more than doubling popcorn sales projections and increasing overall Cheetos sales by 13%. It generated over 4 billion media impressions and won an award.

1. CONSUMER
INSIGHTS
By
Ananya Gwalani-04|Meet Jain-21,-|Isha Soni-12|
Ishrin Dua -14

2. ABOUT THE BRAND
Cheetos is a crunchy corn puff snack brand made
by Frito-Lay, a subsidiary of PepsiCo.
Fritos creator Charles Elmer Doolin invented
Cheetos in 1948 and began national distribution in
the U.S.
Cheetos snacks are the much-loved cheesy treats
that are fun for everyone! You just can’t eat a
Cheetos snack without licking the signature
“cheetle” off your fingertips.

3. AD CAMPAIGN -"CAN'T TOUCH THIS"
In 2019, Cheetos’ penetration and
market share were in decline.
The brand needed to expand its
appeal beyond its focus on family-
fun occasions
For this ad campaign, they
decided to widen their audience
by targeting the younger
segment called the ‘rejuvenal’
people who have the desire to be
free from the stresses of adulting
with responsibilities and quite
frankly, the seriousness of life.
Cheetos launched a new popcorn product with a
humorous Super Bowl ad that highlighted how
the brand’s iconic orange dust coating gets people
out of bothersome tasks the ad campaign was called
"can't touch this"

5. INSIGHTS
Conducted interviews with people in their
20s about Cheetos
Crawled through subreddit threads, Twitter,
etc
UNCOVER ALL THE TRUTHS
You would see people tweet things like,
‘When I’m done procrastinating, I’ll open a
bag of Cheetos so that I can’t do anything
else.’ For them, it wasn’t just a flavour. It was
almost like a way to access freedom from
responsibility.
EXAMPLE
Cheetos experience is distinct, it commands attention.
We discovered that for our customers it’s not about the
vehicle, it’s about the experience of eating the product
and getting that cheesy dust all over your fingers. We
decided to lean into that distinctive feature and use that
to bring new people into the fold.
REALISATION
Noticed something about Cheetos that we
hadn’t seen before, which was that people
didn’t just love the orange dust because it was
delicious and cheesy. It was also a way to get
out of things
DISCOVERY

6. RESULTS
Twice the amount of popcorn
was sold versus the initial forecast,
Cheetos’ overall sales increased
by 13%.
The Can’t Touch This campaign
also resulted in 4 billion media
impressions and won a Grand Prix
in Creative Strategy during the
2021 Cannes Lions International
Festival of Creativity

7. ABOUT THE BRAND- IMPERIAL BLUE
Seagram’s Imperial Blue is the largest brand from the Pernod
Ricard Group by volume
ESTABLISHED IN 1997
‘Famous Tagline - men will be men’
Other brands such as -
Blenders Pride, Royal Stag, Imperial Blue, 100 Pipers, Absolut
Vodka, Ballantine’s,

8. AD CAMPAIGN
Keep it simple and relatable to people
No matter what the language, consumers should be able to
relate to it and at the end of the day, it has to make them laugh
The script should always have an insight from a man’s life
No objectification of women or have crass humour.
The message to men is, at the end of the day relax, chill out and enjoy the lighter side of life.

10. INSIGHTS
Universal insights that whatever the situation and environment, men
will always behave like men.
Decided to take this insight to a different level - that not only consciously but even in their
unconscious state, a man will always behave like a man and alcohol gives further wings to such
fantasies so the insight is very real and very relevant to the category.
Creative leap, where the situation was exaggerated
to make it humorous to the consumers.

11. RESULTS
Went Viral within a day,
Soon campaign saw 20 million impressions on social
media
Especially in WhatsApp groups across four continents and has been appreciated globally
A great learning has been that if you have Good content, it will go global and run across all
mediums

12. Thank
Thank
Thank
you!
you!
you!