For decades, Cheetos were marketed to children using an American advertising icon - the cartoon character, Chester Cheetah.Our challenge: completely shift the target from kids to the adults who grew up with Cheetos (60% of volume.) Our insight: adults who eat Cheetos see themselves as part of a sub-culture who get a thrill out of breaking ‘adult’ rules and refusing to grow up. Our idea: Create an underground movement to celebrate these Cheetos lovers and reinvent Chester Cheetah as their diabolical leader. Then mobilize this movement to create mischief in the world through Random Acts of Cheetos.

Our multi-media campaign utilized over thirty integrated and interactive elements:Four TV spots featuring a new, naughty Chester Cheetah inviting adults to defy rigid adult norms, commit youthful pranks, and join us.A home for our movement with rules and missions – TheOrangeUnderground.com.A PR and newspaper hoax around college football to fabricate an upsurge.A YouTube channel, blog, and promotional contest for members to create and post this own mischievous RAoCs.Web banners, seeding of other blogs and sites, and multiple pieces of partner generated content (Funny-or-Die, Comedy Central, Spike, Heavy).