#11

Cheetos

Cheetos Museum
Brand Activation
Key metric

Connected Experience Index Score [1]

691

Awards

Cannes Lion

Gold

Agency

Goodby Silverstein and Partners

Cheetos That Can Make You Rich

No two Cheetos are the same shape so the brand asked the world to find the most interesting shapes of the snack for a special Cheetos museum.

Launched with a series of online films featuring real cheetos found by real people, the brand challenged the world to find more.

The prize was no small fry with up to $60,000 offered to the person who could find a Cheetos that looked like someone famous, and up to $10,000 to the best image uploaded to the website of a Cheeto shaped like something else.

Then something extraordinary happened…fans began selling the odd-shaped Cheetos on Ebay, with one that looked like Harambe going for a whopping $100,000 dollars!

An exhibition was opened in Grand Central Station with the grand prize going to a Hot Cheetos Cat-shaped snack owner.

127,717 Cheetos were submitted, driving demand and resulting in the brand’s highest ever sales week, making it the most successful campaign in Cheetos history.