CHEETOS : ‘CHEETLEiD’

An e-commerce experience that guaranteed our new fashion collection fell into the right hands.

In July 2021, Cheetos, adidas and global megastar Bad Bunny were about to drop an exclusive fashion line. But with bots and resellers all over the internet, Cheetos knew that selling the new collection online wouldn’t be simple. Our goal was to find a way to make sure the new fashion line fell into the hands of true Cheetos fans.

So, we created our own real-Cheetos-fan detector by developing an innovative technology that recognized that iconic orange dust—which Cheetos officially named Cheetle® — on people’s fingers. To get access to the new collection, all fans needed to do was show their Cheetled hands to the camera of any device—something shopping bots simply can’t do. In other words, we turned cheesy fingers - which are a well-known consequence of consuming Cheetos - into the key to unlock our brand new collection.

Recognized at:

One Show: 2x Silver, 1x Bronze, 2x Merit // Webby Awards: Winner // Andy Awards: Gold // D&AD: 1x Wood Pencil, 1x Shortlist // Cannes Lions: 3x Shortlists // ADC Awards: 2x Bronze

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