Cheetos
You Can’t Touch This
Anyone who’s eaten Cheetos has ended up with the cheesy, messy orange ‘Cheetle’ dust all over their fingers. Until they’ve licked them clean, they can’t do much at all – let alone touch anything. But what if someone discovered this could get them out of the very things they don’t want to do?
The Super Bowl commercial was supported by a 360, integrated campaign that announced the technical term for Cheetos dust (‘Cheetle’).
Recognized at:
Cannes Lions: Grand Prix, Silver, Shortlist // D&AD: Wood Pencil, Shortlist // One Show: Shortlist // Effies: Silver // Webby: People’s Choice Winner // #10 USA Today AdMeter (only :30 in top 10)
Teaser
Full Campaign Case Study
“Cheetos’ Super Bowl spot offers the perfect excuse to say Can’t Touch This”
-ADWEEK
“Cheetos manages to turn a product flaw into a feature”
-FORBES
“It’s odd that the positive message is…it’ll make your fingertips gross”
-WASHINGTON POST