To engage the public and call their attention to the return of Cheetos Tubo, we created a promo worthy of a product that was coming back from the ‘90s. Before the product would come back to stores, there was only one way to get a taste: by being one of the first 100 people to send a fax to the brand’s mascot, Chester Cheetah.

First, Chester Cheetah, the brand’s mascot and spokes-cheetah, addressed consumers with a message about ‘90s nostalgia, recalling the thing that everyone really missed about the decade – Cheetos Tubo. He also announced that there was only one way to get a bag: by sending a fax to the number he provided. Meanwhile, Chester interacted with consumers constantly on social media, encouraging them to try to send in faxes. Only the first 100 people to send a message would get the product at home. When the promotion was over, Chester put out a second message, making the long-awaited announcement: Cheetos Tubo was back for good.

The initiative got incredible results. People were paying attention to the Cheetos Tubo relaunch, and talking about it on social media – over 19 million people were impacted, and the campaign had over 1 million engagements. Moreover, we saw truly surprising enthusiasm, by 21st-century standards: searches for “how to send a fax” went up 15,900%. Chester Cheetah received over 900 faxes during the campaign, even after the announcement that the first 100 faxes had come in. The messages ranged from love letters to a hostage note, claiming that Chester Cheetah had been kidnapped. The ransom? A bag of Cheetos Tubo, naturally.