- Cheetos has launched a campaign celebrating consumers who eat the cheesy Frito-Lay snack with their dominant hand and due to this fact must use their non-dominant hand to finish other activities, per a press release.
- The effort, titled “Other Hand,” features Denver Nuggets point guard Jamal Murray, who stars in a latest ad. Murray teased the hassle through the use of his non-dominant hand for high-fives — and failing to land them — during games, amongst other instances on- and off-court.
- The campaign includes five spots and various out-of-home activations and stunts that portray moments where people ditched precision to proceed eating Cheetos with their dominant hand.
Cheetos is cheering consumers who’ve devoted their dominant hand to having fun with its cheesy snack only for their hand to turn into unusable while covered in a dust that the brand calls “Cheetle.” The Frito-Lay marketer claims 99% of individuals eat Cheetos with their dominant hand, calling into query what can (or can’t) be achieved with the “other hand.”
To kick off the campaign, Cheetos partnered with Murray to place his non-dominant hand to the test. In a latest ad, the NBA athlete is seen attempting and failing to land high-fives along with his left hand before stumbling through other activities along with his non-dominant hand, like tying his shoes or removing his warm-up gear.
Cheetos is showcasing other over-the-top fails experienced when people depend on the “other hand” with digital advertisements. Among the flubs chronicled are a baker messing up a birthday cake, sports fans missing high-fives, a plastic surgeon mishap, an artist making a misshapen sketch and a football player who fails to finish a good pass.
“Cheetos fans all over the place know the sensation after they have to get things done but their fingers are covered in that beloved orange Cheetle dust,” said Tina Mahal, senior vice chairman of marketing, PepsiCo Foods North America, in an announcement. “We’re showing the world that it’s okay to make use of your Other Hand and embrace the mess.”
The brand took to the streets for various OOH activations that further the campaign’s message. Creative spotlights on a regular basis people, like copywriters or drivers, who select to make use of their non-dominant hand for tasks while having fun with Cheetos, even when things get messy. Elements include a New York Times ad riddled with grammatical errors and a wonky parking job in New York City. Consumers can share their takes on the campaign on social media using the hashtag #CheetosOtherHand.
“Other Hand” joins other playful marketing stunts by Cheetos, including the creation of a novelty kitchen gadget intended to mix up a handful of Cheetos into Cheetle and a partnership with hip-hop lifestyle brand Rock The Bells for original art pieces created from the orange dust. Last yr, Frito-Lay promoted its Flamin’ Hot Flavor, which is obtainable by brands including Cheetos, by teaming with rapper Megan Thee Stallion for a campaign around the fictional Flamin’ Hot University.
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