Identifying Key Sensory Cues for Brand Repositioning
A look inside the ZMET research that identified a surprisingly powerful sensory attribute and unlocked Cheetos’ core emotional experience
THE GOAL: Extending the Core Market
Frito Lay wanted to reposition its beloved snack brand Cheetos to be relevant to adults without losing the core equity it built up over 60 years as a beloved kids’ snack.
THE METHODOLOGY: ZMET®
Olson Zaltman conducted one-on-one ZMET foundational interviews with adult and tween Cheetos lovers about the brand.
THE INSIGHTS: Cheeto Dust as a Playful Escape
The orange residue Cheetos leaves on your fingers gives adults a moment of escape from their hectic world.
This ‘Cheeto dust’ lets adults feel playful and a little bit mischievous, almost like they are kids again.
THE ACTIONS: Chester the Trickster
Leveraging the ZMET insights, agency Goodby, Silverstein & Partners developed a unique, playful, and decidedly weird campaign titled “The Orange Underground”. Leaning into the mischievousness of Cheetos, they reframed Chester as a Trickster archetype.
The TV campaign featured a sly Chester Cheetah who acted as a devil-on-the-shoulder, encouraging bored adults to engage in various pranks involving Cheeto dust.
While polarizing, the campaign achieved massive success in engaging loyalists and increasing sales.
In the words of one participant…
“These are three Catholic schoolgirls escaping out the window and having a blast.
“Whenever I eat Cheetos I feel like a kid again. You are getting your hands dirty… You feel free.
“Ever since you were a kid, they have been telling you don’t do this, don’t do that. With Cheetos I can suck on my fingers because I like the flavor. It’s being a little mischievous.”
The Impact: Sales and Awareness Spike
Want to know more? Contact us via email tbradley@olsonzaltman.com