Page 50 - Hispanic Market Guide 2022

Cheetos by Dieste “Deja Tu Huella” for Cheetos There’s nothing better than getting consumers together for the love of a brand that sparks a movement, according to Dieste CCO Abe García. This campaign featured a series of ads showcasing millions of hands covered in the powder of Cheetos Flamin’ Hot to inspire Latinos to leave their mark on the world, both literally and figuratively. “We were able to provide an outlet for individuality and self-expression across social platforms, thrusting the brand into the cultural spotlight and increasing the badge value of the Cheetos brand,” said García. For Cheetos, it was an overdue reconnection with the Hispanic audience. Recently, the snack category has been steadily increasing its Hispanic marketing spend with targeted and culturally relevant efforts to win this audience. For the Cheetos brand, more than a decade had passed since the last Hispanic dedicated initiative, and penetration numbers were declining. By embedding the brand into the Hispanic cultural conversation, Cheetos re-ignited its relationship and effectively reversed penetration erosion. In short, the campaign continues to be a success. Abe García CCO, Dieste 50 HMC 2022 HISPANIC MARKETING COUNCIL