Goodby Silverstein

This particular spot for Cheetos (made by Goodby of course) aired at the 2009 Super Bowl, but it was part of an award-winning campaign, most often referred to as "Orange Underground," which resulted in increased sales and brand awareness for Cheetos. There was extensive research done to help Cheetos because their competitors were out-spending them. One interesting factor in this campaign was that Cheetos determined they had to compete with not only other potato chip brands, but also with cheesy snack products; this is interesting because Goodby also does work for Doritos...a prominent cheesy chip brand, and the work Goodby does for Doritos is usually also in the Super Bowl and has (in past years) been highly regarded for its off-beat humor. What was discovered during the research process for Cheetos was that both children and adults eat and love Cheetos, and both kids and adults feel pressure and stress and Cheetos can help relieve that stress. The resulting campaign targeted only adults, which was a bold move because children greatly influence what snacks go in the family's grocery cart. The new campaign focused on the idea of giving adults permission to be playful and mischievous; the emphasis on mischief is apparent in all of the "Orange Underground" spots and makes them unique for a campaign targeted to adults in general. Ultimately, the new Cheetos campaign increased brand awareness among adults, making Cheetos the 34th best regarded brand among top snack brands. Also, when Cheetos did post-testing of the new TV spots, facial coding revealed adults liked the ads even more than they admitted! It seems adults were a little embarrassed to admit they liked Cheetos, which makes me question how many adults have mustered up the courage to buy those gummy vitamins that are "for adults."

This spot is my favorite from the Cheetos "Orange Underground" campaign...they give Chester the most epic voice.