“What??BiscoChee”Campaign

Where we came in.

Cheetos, a brand renowned for its puffed snacks and chips, was venturing into a new category with the launch of BiscoChee, a line of mini crackers. The campaign's objective was to successfully introduce this new product while simultaneously creating a fresh perception of the Cheetos brand.

The thing that had to be true.

The campaign's objective was to successfully introduce this new product while simultaneously creating a fresh perception of the Cheetos brand. The challenge was to capture the unique essence of BiscoChee—its miniature size and nostalgic flavor—and communicate it to a broad audience.

What we built around the insight.

What we shipped.

• 01Core Creative Idea: The central concept was to use the product itself as the hero of the visual. We designed a series of cute, funny faces by arranging the BiscoChee mini crackers. The crackers themselves were cleverly used to form the "teeth" of these whimsical characters, instantly creating playful and humorous personalities that embodied joy, fun, and nostalgia.
• 02Slogan and Tone: The campaign was unified under the witty and curious slogan, "What?? BiscoChee" . This tagline was crafted to evoke a sense of surprise and discovery, encouraging consumers to try something unexpectedly new from a brand they thought they knew.

What was in the room.