We launched the tastiest and most fun colab the internet has ever seen! TikTok & PepsiCo co-created a Cheetos salty snack in the shape of TikTok's logo through an innovative, creative, and irreverent format. We connected two brands from very different segments but that had similar touch points with its consumers and users, and within this common point we launched the first social media inspired snack in the world.

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 start communicating the product launch, both brands released a teaser on social media so consumers could use their imagination to unveil the mystery as soon as the product distribution started.

We split the creative campaign into two phases: the 1st had to generate word-of-mouth and awareness, while the second needed to make consumers engage with both brands and generate trial. The second phase also had a change of key message during its period as the product was a limited edition and we had to tell consumers about the final phase of sales.

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.

As soon as Pepsico and TikTok announced "TikTok Cheetos", earned posts on social media already started making product reviews on the same day. During the first two months of sales, the product sold 192% more than the expected volume. The total project volume increased 62% during its period.

The creative campaign reached 658M impressions (165 million were in-app); 3,3B views; 162M interactions (likes, comments, share, clicks); 24,7% engagement rate (55% higher than Cheetos previous campaigns), 90% positive sentiment on social and CS.

On TikTok, the Hashtag Challenge, where users had to interact with Chester on a duet and create videos, generated more than 850k new content (all campaign numbers, from ads to content creation, were above the benchmark considered by the platform);

On Brand Health Tracker, the campaign awareness reached 45% and, amongst exposed groups, the uplifted likeability was accompanied by stronger perception of TikTok being 'Entertaining', 'Authentic' and 'Innovative'.