Client & Challenge
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 challenge was to capture the unique essence of BiscoChee—its miniature size and nostalgic flavor—and communicate it to a broad audience.
Creative & Strategic Approach
The creative strategy was built upon the two core features of the product: its small, fun size and its connection to the simple joys of childhood.
- Core 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.
- Slogan 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.
Execution & Media Placement
The campaign was brought to life through a series of minimalist yet vibrant billboard designs.
- Visual Language: The artworks featured the charming BiscoChee characters set against bold, high-energy, solid-color backgrounds (blue, orange, and green). This minimalist composition ensured that the product-centric creative was the undeniable focal point.
- Media Channel: The campaign was deployed on high-traffic city billboards to maximize public reach and visual impact.
Results & Impact
The “What?? BiscoChee” campaign successfully captured public attention and achieved its strategic goals.
- High Visibility and Recall: The unique, character-driven visuals and bright colors stood out in busy urban environments, leading to high recall for the new product and its name.
- Successful Category Entry: The campaign effectively announced Cheetos’ expansion into the mini-cracker category, positioning BiscoChee as a memorable and exciting new option for snack lovers.
- Reinforced Brand Identity: The playful and nostalgic theme reinforced Cheetos’ core brand identity as fun and innovative, successfully translating that personality to a new product line.
- Spurred Consumer Curiosity: The intriguing slogan and charming visuals generated significant buzz, encouraging consumer trial and driving strong initial sales for BiscoChee.
Key Takeaways
- Using the product itself as the medium for creativity is a powerful way to build an authentic and memorable brand character.
- A simple, curious slogan can be highly effective at generating interest and encouraging trial for a new product from an established brand.
- A minimalist design with bold, energetic colors is a powerful strategy for cutting through visual clutter in out-of-home advertising.
