Cheetos: Other Hand

Shortlist Award

Other Hand

Cheetos

United States

2025

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Entrant Company

Goodby Silverstein & Partners

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Integrated

Category

Integrated

In the fifth year of its long-running “It’s a Cheetos Thing” campaign, the brand needed to find a new way to reinvent its distinctive brand asset: bright-orange fingertips. How could Cheetos breathe new life into this campaign and stay top of mind in the all-too-saturated world of snacking? So we thought to ourselves, “What if we made people think about Cheetos by making them think about which hand they eat it with?” The campaign centered on a very obvious stat: “99% of people eat Cheetos with their dominant hand.” Which means they need to do everything else with their “other hand.” Each execution documented people using their “other hand” with ridiculous and head-turning results—proving the lengths to which they would go to snack on Cheetos. It included large-scale OOH stunts, social challenges, TV and online video, an NBA player partnership and a font fully designed with the other hand. And for the first time ever, the Sphere in Las Vegas appeared broken. What’s more, each execution finished the campaign line by connecting it to the placement: “99% of people eat Cheetos with their dominant hand. Even drivers / Even photographers / Even animators / Even bakers / Even barbers / etc.” So far, the campaign has managed to break through the noise of new food and beverage news, delivering 1.43 billion PR impressions across 661 placements and 100% positive or neutral sentiment. It also generated headlines in over 100+ publications and even garnered the attention of viral meme accounts, like @WhatIsNewYork.

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Credits

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