Cheetos Ditches Chester, Goes Underground
When we think Cheetos, we think Chester Cheetah, who vibes like an old guy in shades that hangs out at high schools, says hip phrases and eats cheesy snacks.
Chester is fucking creepy. Plus, he was always trying to get his (presumably Cheetos-stained) fingers on other people's food.
Probably because Frito Lay has finally caught on to the creepiness that is Chester, it gives us Orange Underground (not to be confused with Weather Underground, the radical leftist terrorist org), courtesy of Goodby Silverstein.
Orange Underground comes stock with the requisite UGC. Get the skinny on performing a "random act of Cheetos."
The campaign's got a lot of arms that we'd rather not go into (although Adrants' male half did; catch Steve's take here). And Make the Logo Bigger thinks it'll get people engaging with the brand again.
Will it resonate like Chester -- or even like those wacky young bombers -- did? Different story. Time will tell.