How Cheetos flipped a negative feature into a positive vibe
Flavia Simoes Sr. Director of Marketing Cheetos @Pepsico Dallas, TX
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Cheetos had marketed to families for decades. But growth and household penetration declined over time. Their shift from “Families & Fun” to "Rejuveniles" allowed the brand to turn what was perceived by parents as a product negative (messy Cheetos-covered fingertips on kids) into a product feature embraced by teens and young adults. For this 2024 Effie-winning campaign, we're joined by Flavia Simoes of Cheetos and Jacob Sperla of Goodby Silverstein & Partners. Thanks to Effie Worldwide and the Master of Advertising Effectiveness (MAE) program for their commitment to effective work and to our show.
