When it comes to marketing, standing out is often the name of the game. Some brands take this to heart with a witty approach—creating campaigns so unconventional that they not only grab attention but become iconic in their own right.
Embracing Cheesy Fingers
One of the most recent examples of witty brilliance we stumbled upon came from Cheetos. Their recent campaign took viewers behind the scenes of their marketing process with a twist. Instead of focusing on the taste or crunch of the product, they leaned into the one thing most people associate with—and even dislike—eating Cheetos: the cheesy residue left on their fingers.
The campaign features a graphic designer discussing the creation of a new typeface and design for the Cheetos bag. He explains how the designs needed to reflect the brand’s essence and how eating Cheetos makes people feel. But then, inspiration struck. As he gestured with his dominant hand covered in cheese dust, he realized the designs should reflect this messy, playful experience. Cue the entire team of designers working with their non-dominant hands, their dominant ones rendered unusable by cheesy fingers.
The end result? A mashup of playful, imperfect typeface and chaotic designs that perfectly capture the essence of Cheetos’ fun-loving brand identity. The campaign worked because it was relatable, self-aware, and didn’t take itself too seriously. It acknowledged a universal truth about the product and turned it into a strength rather than a flaw.
Lessons from Cheetos’ Campaign
So, what can your business learn from this offbeat campaign?
- Embrace Imperfection and Relatability: Sometimes, highlighting quirks or “flaws” can resonate deeply with audiences, showing that your brand doesn’t take itself too seriously.
- Be Playful: Marketing doesn’t always need to be polished and serious. A playful, self-aware tone can humanize your brand and strengthen your connection with your audience.
- Highlight the Experience: Centering your marketing around how your product makes people feel can make your message more impactful.
Get Creative and Get Messy
The Cheetos campaign is a perfect example of how embracing the quirky, imperfect, and downright messy aspects of your product can lead to marketing gold. By leaning into what makes your brand unique, you can create campaigns that stand out, connect with your audience, and leave a lasting impression. So, take a page from Cheetos’ book: don’t be afraid to get creative—and even a little messy.
