Award Winning Advertising Campaign
A look inside our research that led to Cheetos’ award winning advertising campaign, nearly doubling their sales target.
The Challenge
How to reposition Cheetos to be relevant to adults without losing the core equity it built up over 60 years as a beloved kids’ snack.
The Methodology
Olson Zaltman conducted one-on-one ZMET foundational interviews with adult and tween Cheetos lovers about the brand.
The Impact
Cheetos sales increased 11.3%, nearly double the target.
The “Orange Underground” campaign won an Advertising Research Foundation Grand Ogilvy Award for Excellence in Advertising Research.