The hottest season of the year is among us, and while summer is loved by Brazilians, there are also those who are bothered by the high temperatures in certain situations. One way or another, it’s impossible not to agree that summer is irritatingly irresistible, just like Cheetos Crunchy. Thinking about that, Cheetosbrand of snacks and PepsiCoone of the largest food and beverage companies in the world, launches its summer campaign focusing on its most recent launch.
“Cheetos has been present in the summer consistently over the past few years. This year, we took advantage of this Brazilian favorite season to put the spotlight on Cheetos Crunchy with the motto ‘Irritatingly Irresistible’. It’s also a good time to show the product’s unique features, such as shape, crunchiness and flavor, and above all, to generate a deep connection with consumers, making Crunchy part of the summer”, explains Daniel Camillo, director of Marketing at PepsiCo Brazil.
Developed by AlmapBBDO, the campaign features well-known artists and influencers: MC Melody, Paulo Vieira and Laurinha do Camaro. They will be responsible for taking Cheetos Crunchy and its crunch to cities in Brazil and showing the product’s uniqueness to people who are enjoying summer and Carnival, or simply prefer the calm of rural cities.
The first will take place in Rio de Janeiro, where Cheetos, MC Melody and Laurinha do Camaro will present Cheetos Crunchy in an irreverent way on the sands of Rio. Melody and Laurinha will also lead actions on social media, such as launching a challenge for everyone to voice, in a creative and fun way, an irritatingly irresistible Cheetos Crunchy lipstick. By counting on a large squad of influencers to amplify the theme.
Furthermore, Cheetos and Paulo Vieira will land in Patrocnio Paulista, a city known for being the quietest in Brazil, to show that despite being unwelcome due to the noise of its crunch, Cheetos Crunchy is “irritatingly irresistible”. Still under the command of the comedian, the brand will provide a unique moment for some residents: they will be with Cheetos at the Rio de Janeiro Carnival, in an irresistible way, in one of the city’s blocks and enjoying a lively night in Sapuca, during the most popular parade in the world.
“We are excited to bring an innovative approach to Carnival this year, transforming the beaches of Rio de Janeiro into an even more irresistible place full of crunch and flavor. We want to provide not only a unique experience, but also moments of relaxation and fun with our consumer influencers, following the brand’s purpose”, concludes Camillo.
The brand will also be present with distribution of products in street blocks with relevance to the target of Cheetos, and also on toll and subway routes, in order to generate experimentation and awareness around innovation.
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