Issue:
R&D could make a “curled” Cheeto but lacked an insight to make it relevant to tweens. Without a compelling reason for being, this form could suffer a short shelf-life instead of empowering the franchise.
Insight:
In a category traditionally defined by flavor varieties, we saw an opportunity to marry form and attitude. We created a marketing platform that combines tweens’ need for “tastes that are just for me,” and “a way to be a little rebellious”. The result was a new, corrupted classic, Twisted Cheetos.
Solution:
Through positioning, packaging and promotions, we trumpeted the most compelling connection between the product, the consumer and the character, enlisting Chester to help tweens be just a little bit Twisted.
Results:
- The launch of Twisted Cheetos was the biggest in Frito Lay history.
- After only eight weeks, Twisted Cheetos drove sales of the entire line of baked Cheetos to 128 index vs. YAG and propelled brand awareness from 30% to 44%.
- Both trial and repeat purchases over a 24-week period exceeded Frito Lay’s average for all product launches.
- This overachievement on both trial and awareness drove a very significant 27.5% increase in total Cheetos sales, and rocketed brand equity with kids to its highest level ever — 157, up 5.4%.