The Other Hand by Cheetos Shows Snackers Who Refuse to Put the Bag Down
Laura McQuarrie — April 19, 2024 — Marketing
References: youtu.be & famouscampaigns
According to Cheetos, 99% of people snack with their dominant hand and The Other Hand campaign imagines what it would be like to continue snacking and go about daily life completing important tasks with a non-dominant hand. Cheetos' newest campaign captures a sketch artist's failed drawings, plastic surgeon's botched procedures and other humorous predicaments that loyal fans might face as a result of refusing to put their snack bag down.
"From missing high-fives to daily task mishaps, this campaign is an ode to the fans who will do anything for their favourite snack," said Tina Mahal, SVP of marketing at PepsiCo Foods North America, in a press release, "We’re showing the world that it’s okay to use your Other Hand and embrace the mess.”
Through a series of out-of-home ads and a 30-second video, Cheetos playfully dramatizes the consequences of a snack too good to give up.
"From missing high-fives to daily task mishaps, this campaign is an ode to the fans who will do anything for their favourite snack," said Tina Mahal, SVP of marketing at PepsiCo Foods North America, in a press release, "We’re showing the world that it’s okay to use your Other Hand and embrace the mess.”
Through a series of out-of-home ads and a 30-second video, Cheetos playfully dramatizes the consequences of a snack too good to give up.
Trend Themes
1. Alternative-hand Snacking - Exploring the cultural implications of snacking with the non-dominant hand as a humorous and relatable marketing strategy.
2. Humorous Consequence Marketing - Utilizing comedic scenarios to highlight brand loyalty and the fun of embracing messy snacking habits.
3. Out-of-home Dramatization - Creating engaging and eye-catching ads that showcase the consequences of loyal snacking behavior in public spaces.
Industry Implications
1. Snack Food - Exploring new ways to engage consumers through playful campaigns that highlight snack enjoyment and loyalty.
2. Marketing and Advertising - Embracing humor and relatability in advertising to create memorable campaigns that resonate with target audiences.
3. Creative Content Production - Fostering innovative storytelling techniques through visual and narrative content that captures consumer attention and drives brand awareness.
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