Can't Touch This
Cheetos was launching its biggest innovation in years: Cheetos Popcorn, which is popcorn covered in the brand’s iconic, cheesy, orange dust (now known as Cheetle). The problem: while it tastes great, not everyone sees this dust as a good thing. It’s messy and gets all over hands and everything else. But rather than dwelling on the negative, Cheetos decided to make this a strength of the product launch by turning cheesy, messy hands into a superpower. It introduced this concept through a campaign that gave MC Hammer’s iconic track U Cant Touch This new meaning on its 30th anniversary.
- PRUse of Digital & Social Media
- Sound Design & Use of MusicExisting Music
Country
- United States
Client
- Frito-Lay
Production Company
- Dummy
PR Agency
- Ketchum
Sound Design
- Lime Studios
Music & Sound Company
- Human
Chief Marketing Officer
- Rachel Ferdinando
SVP - Core Brands
- Marissa Solis
Senior Director - Marketing
- Brandi Ray
Marketing Director
- Anya Schmidt
Marketing Manager
- Amanda Rider
Marketing Analyst
- Amber Cline
Director of Strategic Insights
- Brodie Dunn
Communications Director
- Chris Yemma
External Communications Manager
- Courtney Cola
Head of Music and Entertaiment
- Emma Quigley
Video Expert - APR
- Sharon Groh
- Carol Pock
Co-Chairman
- Jeff Goodby
- Rich Silverstein
Chief Creative Officer
- Margaret Johnson
Executive Creative Director
- David Suarez
Associate Creative Director
- Eamonn Dixon
- Brett Beaty
- Josh Hacohen
Copywriter
- Pedro Furtado
Art Director
- Fabio Santoro
Photographer
- Quinn Gravier
DP
- Mark Sandhoff
Head of Production
- Leila Gage
Executive Producer
- Timothy Plain
Senior Producer
- Topher Cochrane
Senior Print Producer
- Noah Dasho
Managing Partner
- Brian McPherson
Group Account Director
- Jenna Duboe
- Meredith Williams
Account Director
- Chris Nilsen
Account Manager
- Max Proctor
Assistant Account Manager
- Maria Ragusa
Group Brand Strategy Director
- Ralph Paone
Advertising Agency
- Goodby Silverstein & Partners
Cheetos was launching its biggest innovation in years: Cheetos Popcorn, which is popcorn covered in the brand’s iconic, cheesy, orange dust (now known as Cheetle). The problem: while it tastes great, not everyone sees this dust as a good thing. It’s messy and gets all over hands and everything else. But rather than dwelling on the negative, Cheetos decided to make this a strength of the product launch by turning cheesy, messy hands into a superpower. It introduced this concept through a campaign that gave MC Hammer’s iconic track U Cant Touch This new meaning on its 30th anniversary.