Cheetos® Debuts 'Other Hand' Campaign, an Official Celebration of Fans who Reserve their Dominant Hand for Enjoying Cheetos

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Cheetos debuts 'Other Hand' campaign celebrating fans who use their non-dominant hand to enjoy the snack. NBA star Jamal Murray joins the campaign to showcase the humorous mishaps that occur when eating Cheetos with the Other Hand.

NBA superstar Jamal Murray joins Cheetos to spotlight the mischievous mishaps that happen in real life when snackers' dominant hands are covered in Cheetle dust

PLANO, Texas, April 15, 2024 /PRNewswire/ -- Ninety-nine percent of people eat Cheetos® with their dominant hand, which means they need to live their life using their Other Hand... even if things get a little messy. Now, Cheetos officially celebrates those Cheetos lovers who have committed their dominant hand to solely eating their favorite snack with the launch of the Other Hand campaign. Through a series of new digital spots, advertising stunts and a partnership with 2023 NBA Champion and Cheetos fan Jamal Murray, the brand shows the antics that happen when snackers attempt to use their non-dominant hand because they don't want to stop eating Cheetos.

"Cheetos fans everywhere know the feeling when they need to get things done but their fingers are covered in that beloved orange Cheetle dust," said Tina Mahal, senior vice president of marketing, PepsiCo Foods North America. "Instead of putting the Cheetos bag down, they try out their Other Hand, and things often go hilariously 'wrong.' From missing high-fives to daily task mishaps, this campaign is an ode to the fans who will do anything for their favorite snack. We're showing the world that it's okay to use your Other Hand and embrace the mess."

To kick off the campaign, Cheetos teamed up with Denver Nuggets point guard Jamal Murray to put his Other Hand to the test. Murray, like many other Cheetos enthusiasts, often needs to use his Other Hand while his dominant hand helps him enjoy that cheesy goodness. In fact, fans may have noticed that his recent high-fives have been a little… off. From slight misses to huge whiffs, Murray's recurring high-five mishaps during games are part of his playful dedication to the Other Hand lifestyle. Fans can watch here how Murray's constant use of his non-dominant hand off the court landed him in some amusing situations on the court.

"It's no secret that I'm a Cheetos fan," said Murray. "Using my Other Hand often leads to some funny, often messy, things happening, like missing high-fives. I'm excited to team up with the brand to embrace the mischief and celebrate those moments that Cheetos fans like me know all too well."

The missed high-five is just one of many examples that showcase what happens while people enjoy life with Cheetle-covered fingers. Fans can also see this come to life in Cheetos' new digital advertisements launching today here. The advertising campaign features five spots, each showcasing the over-the-top fails people experience when they simply can't let go of Cheetos: a baker botching a birthday cake, an artist creating a distorted forensic sketch, sports fans giving missing celebratory high-fives, a plastic surgeon mishap and a football player unable to make a decent pass.

Cheetos took the mischief to the streets with various out-of-home advertisements across the country, spotlighting everyday people – from copywriters to drivers – giving up precision to keep their Cheetos-eating hand focused on snacking. These stunts included a less-than-perfect parking job in New York City and a New York Times ad riddled with grammatical errors to further highlight the sacrifices made for snack satisfaction.

Fans are invited to join in on the fun by sharing their own Other Hand-induced escapades on social media platforms using the hashtag #CheetosOtherHand. For mroe informtion abtou the Other Hand campaign and to staay udpated on the latst Cheetos news, visit Cheetos.com/OtherHand.*

*EDITOR'S NOTE: These typos are a result of Cheetos Other Hand-induced errors.

About Cheetos

Cheetos® has been delivering delicious cheesy snacks and making mischief with orange-covered fingertips for 75 years. Cheetos believes you should never lose your mischievous spark or playful spirit regardless of what life brings. It is one of the many brands that make up Frito-Lay North America, the $23 billion convenient foods division of PepsiCo, Inc. Follow Cheetos on X (@ChesterCheetah), Instagram (@Cheetos), YouTube (@Cheetos), Facebook (Cheetos) and TikTok (@Cheetos).

About Frito-Lay North America

Frito-Lay North America is the $25 billion net sales convenient foods division of PepsiCo, Inc. (NASDAQ: PEP). For decades, Frito-Lay's portfolio of beloved products has brought smiles to millions of families across the world, including Fritos® corn chips, Lay's® and Ruffles® potato chips, Doritos® and Tostitos® tortilla chips and branded dips, Cheetos® snacks, Stacy's® pita chips, PopCorners® air popped snacks and SunChips® multigrain snacks. The company operates more than 40 manufacturing facilities across the U.S. and Canada, along with a vast distribution network that services over 315,000 retail customers weekly through its direct-store-delivery model. Through pep+ (PepsiCo Positive), Frito-Lay is committed to creating positive change for the planet and people. Learn more about Frito-Lay at FritoLay.com, on X (@FritoLay), on Instagram (@FritoLay) and on Facebook (FritoLay).

About PepsiCo 

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $91 billion in net revenue in 2023, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. 

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo. 

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SOURCE Frito-Lay North America

FAQ

What is the new campaign launched by Cheetos?

Cheetos has launched the 'Other Hand' campaign to celebrate fans who use their non-dominant hand to enjoy the snack.

Who has partnered with Cheetos for the campaign?

NBA star Jamal Murray has partnered with Cheetos to showcase the humorous mishaps that occur when using the Other Hand to eat Cheetos.

What are some examples of mishaps shown in the campaign?

The campaign showcases mishaps like a baker botching a birthday cake, an artist creating a distorted forensic sketch, sports fans missing high-fives, a plastic surgeon mishap, and a football player unable to make a decent pass.

How can fans participate in the campaign?

Fans can share their own Other Hand-induced escapades on social media platforms using the hashtag #CheetosOtherHand.

Where can fans find more information about the campaign?

Fans can visit Cheetos.com/OtherHand for more information about the Other Hand campaign and to stay updated on the latest Cheetos news.