| Cheetos® Color Changing
Straw Has Kids Seeing Green
Background
Frito-Lay® partnered with DreamWorks
SKG for the movie theater release of Shrek 2.
For this movie tie-in promotional period, the Cheetos®
Twisted™ brand team created a special, limited-time-only
snack food product, that turns tongues green when eaten.
The brand team was seeking a unique promotion at retail
to create awareness and help move product quickly.
Objectives
- Stimulate purchase of limited-time-only
Cheetos Twisted snack food product
- Support the brand equity of Frito-Lay
and Cheetos
- Encourage prominent placement of special
display shippers
Challenges
- Create a premium-based promotion with
two dissimilar properties: Cheetos and Shrek 2
- Execute promotion quickly, due to accelerated
deadlines
- Design a promotion to fit within a modular
store display
- Develop custom colors that had never
been created before
Solution
- Create a drinking straw that
changes color when placed in cold drinks
- Use a spiral shape that mimics the Cheetos
Twisted brand product shape
- Custom create a “Cheetos Orange”
and “Shrek Green” colorant that ties in
with both properties, by changing color when mixed with
icy cold beverages
- Use a mixture of existing colorants
and newer technologies to create the custom color
Results
- All challenges were met and expectations
were exceeded
- Display received front-end positioning
- In-store activity was very high; product
sold through quickly
- Premium was delivered ahead of schedule
and under budget
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