Campaign bets on influencers to provide fun moments for consumers.
Often, people end up living in an “autopilot” mode and all they are looking for is a way to have lighter and more fun moments in their daily lives. Thinking about that, Cheetosbrand of snacks from PepsiCocontinues to reinforce its positioning “This is very Cheetos”, where fingers full of the snack’s bran can help fans of the brand escape the daily routine and enjoy happy moments.
Cheetos fingers are a major differentiating factor for the brand in the market and match its positioning of being a fun product to consume. In 2023, the brand began working on this feature directly. For this year, the idea is to continue evolving the “That’s a lot of Cheetos” positioning, amplifying and enhancing this feature that is so recognized among the brand’s fans.
The new creative platform was created and developed for Latin America by the Goodby agency and was adapted locally by the AlmapBBDO agency. In this development, the brand will also have content produced with big Brazilian names that are trending on social media, to make the content and brand conversation increasingly closer to its target audience.
Still on the networks, a squad of influencers mapped by Almap and known by the general public will be responsible for translating this brand positioning and Cheetos’ fingers in a creative and irreverent way, bringing the brand’s entire portfolio on different occasions and moments.
“We want to continue building fun narratives with Cheetos fingers as the main factor. Cheetos is a brand super connected with its audience and therefore, the deployment of regional and global ideas for the Brazilian context is extremely important. In this campaign, we will continue to highlight this characteristic in an irreverent and very Cheetos way, which consumers already know and love”, comments Daniel Camillo, Marketing Director at PepsiCo Brazil.
Check out the video below:
The campaign is also available on Cheetos profiles on TikTok e Twitter.
Datasheet
Campaign title: CHEETOS® Equity 2024
Agency: AlmapBBDO
Advertiser: PepsiCo
Title: CHEETOS®Equity 2024
Produto: Cheetos® Equity
President and CEO: Filipe Bartholomeu
CCO: Luiz Sanches e Pernil
Executive Creative Directors: Fernando Duarte and Henrique Del Lama
Creative Director: Gabriel França
Creation: Marina de Wit, Pedro Zillmer, Rafael Reis and Victor Laars
COO: Fernanda Tedde
Service: Tatiana Vidonscky, Roberta Rivera, Amanda Alonso and Marya Victoria Moura
Planning: João Gabriel Fernandes, Erika Moulin, Raphael Caffarena, João Victor Cavalcante
Digital Content Strategy: Guilherme Salgado and Ana Beatriz Santana
Graphic Producer: José Roberto
Graphic Production Coordination: Rose Ribeiro
Image Treatment: Triple A
Arte Final: Triple A
Review: Eliana Pavan
Audiovisual production: Diego Villas Boas, Charles Nobili, Paula Buzzi
PepsiCo: Cecília Dias, Daniel Camillo, Laila Antunes, Tayná Novoa, Ana Luiza Miranda, Sara Nascimento and Gracielle Paixão
Digital Media Agency | Ampfy
Media management: Camila Costa and Bruna Meta
Media planning: Mariana Corrêa, Fernanda Oshiro and Lethícia Oliveira
Media operation: Gabrielle Melo and Matheus Almeida
Data Intelligence: Thatiane Nunes, Isadora Alves, Pedro Zaina
PR Agency | InPress Porter Novelli
Account Director: Thais Szpigel
Account Manager: Vivian Froes
Service Team: Barbara Crivelaro, Thais Benica and Vinicius Redaelli.
Producer | Voice
Influencer Strategy Director: Christina Alvares de Melo
Producer: Yara Tieppo and Bruna Prado
FILMS PRODUCTION
Image Producer: Café Royal Filmes
Director: Walk In Brothers
Executive Production: Moa Ramalho
Coord. Production: Luisa Lagden and Alessandra Cipolletta
Director of Photography: Ted Abel
Art Director: Eduardo Kissajikian
Production Director: Gus Michelin
Prod. Location: Fabiano Ramos and Andre Bustamante
Prod. Cast: Gerson de Andrade
List: Leo Aruom and May Florentino
Figuration: André Amaral, Joice Mendes, Valmir Silva and Will Cabral
Prod. Post Production: HUB VFX
Coord. Post: Rafaela Lopez
Coordination Assn. Post: Aline Sotero
Aftercare: Rafaela Lopez
Editing: Pedro Andreta
Finishing: HUB VFX
Color Grading: ELY
Graphic Design: HUB VFX
Direct Sound: Marcio Romero Farah
Sound Producer: Cabaret
Musical Production: Letícia Medeiros and Guile Oliveira
Composer: André Henrique
Mixing: Gab Scatolin
Finishing: Lucas Comparato, Letícia Medeiros and Bruno Guanabara
Service: Ingrid Lopes, Fernanda Crespo and Bárbara Russiano
Coordination: Chandra Lima, Mavi Capelasso, Leonardo Vieira and Débora Mello
Voiceover: Tatá Guarnieri
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