TikTok & PepsiCo co-created a limited edition of Cheetos snack in the shape of TikTok's logo. The idea was to bring fans closer and engage with the audience by promoting creativity and authenticity through a fun, bold, truly innovative, and irreverent partnership.

TikTok is the most used entertainment platform that currently connects more than 1 billion users around the world, while Cheetos is a pioneer in the category of snacks and considered to be the much-loved cheesy treats that are fun for everyone. Together, we used the affinity that Cheetos audience has with TikTok to bring a relevant stunt to both brands. The result was the best as it could be: we created the tastiest and most fun colab the internet has ever seen!

For both brands, a successful partnership yields new and unique experience for users and non-users alike. In our case, something that wouldn't be possible for each part to deliver by itself. That's when we realized the best asset of the campaign was the product itself.

We pondered what makes each brand unique and connected the touch points to make a memorable partnership so TikTok & Cheetos could bring a fun narrative of this launch to engage with its consumers, and that was accomplished by offering the first social media inspired snack in the world.

Therefore, we created a duet – one of the most original formats of TikTok – with Chester, the Cheetah – the iconic character from Cheetos. The challenge was that consumers had to catch the packaging from Chester’s hands to respond to the duet execution.

To strengthen the communication of the launch and reinforce the unprecedented partnership between TikTok and Cheetos, the strategy was to cover different touchpoints so the press kit would allow the person to record content in the application of short videos, with all the inputs offered. Therefore, our idea is that the kit has items with equipment for recording videos, accessories and make-up for looks, decoration items and an immersive box that encourages the experience on the platform, with the visual identity of both brands.

The creative campaign started with a warm up on social media and then evolved to other channels, and of course TikTok represented the highest volume of investment. The in-app launch had its own Hashtag Challenge and landing page, and with the help of creators and influencers, the engagement rate was 197% higher than expected. Not only TikTok and all social media platforms (such as Facebook, Instagram, Twitter) were part of our strategy but also placements on Waze, OOH, Pinterest, Sua Musica and press kits to top influencers.

The limited edition was launched in November, 2021 and remained available until February, 2022 in more than 70 thousand points of sales throughout the country - 339 TONS in total volume.

- 156 publications

- +52MM potential reach

- +$500k in global ad value

Releases: 15 earned releases with +800k potential reach

Influencers: 80 influencers (11 paid and 66 organic); 102 publications with +51M potential reach and +20 min of content. +$517k in global ad value