Cheetos had decided to bring back a product that was a huge hit in Brazil in the ‘90s: Cheetos Tubo. People were constantly asking for it on social media and through the brand’s customer service department. The goal was to engage the public and call their attention to the return of Cheetos Tubo, both in terms of nostalgia – for those who consumed the product as kids – and as a sort of “mission impossible” – for younger people who were born after the ‘90s.

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.

This campaign used a creative execution that excited the public and made the re-launch of Cheetos Tubo a real experience for consumers. By proposing a promo that required people to send in faxes, we managed to spark the nostalgia of those who consumed the product decades ago and challenge younger consumers to rediscover this technological wonder, and all to get the chance to savor this much-loved ‘90s Brazilian snack again – or for the first time.

The initiative got incredible results. People were paying attention to the Cheetos Tubo relaunch, and talking about it on social media – on the first half, the “fax phase”, the campaign had 19 million impacts and 1 million engagements. And by the end of the campaign, with Cheetos Tubo back in the market for good, 242.1 million people had been impacted, and the campaign had had over 39 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.