
Agency	GLOBAL POINT Agency
Creative head	Anna Shestopalova
Author of idea	Vadim Kampel, Alisa Yasnaya
Product	A new product – Cheetos Sweet Boom within the top kids snack line Cheetos
Description	Cheetos is familiar to kids and their parents as a popular salty snack. Our task was to inform customers that from now on Cheetos produces a sweet product – chocolate puffs. We needed maximum children to taste the new product and to ask for it in the shops, taking into account that the new Cheetos is placed on the other shelves. The promo campaign was divided into two stages: a massive BTL program and a viral video, spread into social networks. BTL activities: Bright orange tank with chocolate stains and blots – “Chocomixer” was placed near schools, cinemas – most popular places within the target group. Two promoters dressed as mimes brought boxes that said “Chocolate” and emptied them into “Chocomixer”. Afterwards the machine rotated, and one of the mimes stopped it and showed what was inside. And you could see not the chocolate, but the packs with the new product. The mimes put it into a branded wagon and treated kids with the “fresh” chocolate puffs. Interactive swapping was introduced in school area. Kids that would show to the promoter dressed as Chester their record book with high grades would get additional portion of the choco treat. Simultaneously with the BTL activities two viral videos were spread into social networks. The first video imitated the classical Marshmallow test - it was proposed to a kid to eat Cheetos Sweet Boom immediately or to perform impulse control, not eating it at once. In the latter case a kid would get a whole pack of the sweet puffs. The second video played up an amusing situation in a school room, using hidden camera. During 6 weeks of “Chocomixer” campaign, 60 promoters in Chester disguise offered to taste chocolate puffs to 496 200 kids from 5 cities! More than 70000 people watched the video on the web.
Team members	Valeriy Pecherskiy – BTL-director Elena Kiseleva – Production

← previous next →

← back to the category