Cheeto’s Reaper Reactions

Aaand Action! To launch Cheeto’s most dramatic flavor yet, we asked fans to audition with their most over-the-top reactions for Chester Cheetah to judge in a TikTok challenge. Fans had a chance to win fame and prizes. Chester would rate their reactions from 1-10 in real time, and give some commentary like only Chester can. Is your reaction Flamin’ Hot?

Challenge

Help Cheetos launch a new flavor innovation - Cheetos Flamin’ Hot Carolina Reaper, at Walmart. Made with one of the world’s hottest peppers.

Goal

Build excitement and awareness for the new product.

Strategy

Launch a TikTok challenge where fans could audition for Chester Cheetah with their most over-the-top dramatic reaction to the new product for a chance to win fame and prizes. Chester would rate them 1-10 in real time and give some commentary like only Chester can.

Launch Video

Some of Chesters Reaction Rankings

Influencer Kits

Creative Director: Matt Schaffer
Associate Creative Director: Katie Renfroe
Copywriters: Sadie Thow, Joanna Stubbins
Art Directors: Sara Goforth, Eric Snodgrass