Cheetos was about to launch a new product in the Brazilian market: Cheetos Crunchy. It's a version with a more intense flavor and much crunchier than other products in the brand's portfolio in the country. The challenge was to launch this product while maintaining the brand's fun and humorous tone of voice, making people talk about it and be curious to try the novelty. The aim was to find an innovative format that challenged traditional advertising, similar to what the brand has been doing in recent years, and that resonated well with the adult audience.

For the launch of Cheetos Crunchy in Brazil, the brand's crunchiest product, we brought a 100% soundproof booth to the city of Patrocínio Paulista, known as the quietest city in Brazil due to a law prohibiting noise above 55 decibels. Residents could enter this booth and try the new Cheetos Crunchy without making noise for those outside, ensuring that no one would have problems with the Noise Law.

The insight stems from the primary attribute of the new product: its crunchiness. We promote enjoyable experiences associated with the sound of each bite, proving that the new Cheetos is not only delicious but also incredibly crunchy – potentially annoying nearby individuals. This playful approach embodies the mischievous and fun personality of the brand, resonating with its target audience, which transcends any specific age group. We call this audience "rejuveniles" – individuals who seek to infuse fun into their lives, breaking away from seriousness. To connect further, we've chosen creators known for embodying this personality as stars of our campaign. Our product launch strategy emphasizes raising awareness through humor and the uniqueness of our creative concept.

We kicked off the campaign by bringing two prominent social media personalities to introduce consumers to the concept of launching the new Cheetos Crunchy: "Irritatingly Irresistible." The content directed the audience to the city of Patrocínio Paulista, where making noise above 55 decibels was prohibited by law. In a series of short episodes, we showcased more of the town's story and introduced our soundproof booth. The residents participated in the action and took the conversation to social media, generating curiosity and resonating with consumers nationwide, resulting in increased product sales.

We had very positive results that exceeded the borders of the small town of Patrocínio Paulista, with its 14,807 inhabitants. In addition to the engagement of the local population, who visited the soundproof booth to try the new product, and media coverage even from neighboring cities, we had significant numbers nationwide with social media content. With over 2 billion impressions and 200 million total views, and a media reach of over 122 million, along with the equivalent of $365,500 in earned media, it became one of the most significant campaigns for the brand in Brazil, ensuring the successful sales of the new product. The brand solidified its close relationship with the audience and association with fun and humor, not only reaching but surpassing the objectives outlined in the briefing.