Cheetos® is one of the most popular brands in Mexico and Latin America. Their mascot, Chester Cheetah recently received a complete makeover. As part of the re-branding efforts, the character changed attitude and voice. Gone was the older and gruff mascot and in came a more youthful, energetic cheetah. Cheetos® brought their brand to life on Waze by giving users the option to be guided to their destination with Chester’s new voice.
Our partnership with Waze was an excellent opportunity for us to bring the consumers closer to us in a fun and original way. Working together with Waze, we gave users the opportunity to hang out with Chester Cheetah through his voice while they were driving, diversifying our digital tools so we can have bigger impact as a brand.
Besides urging Wazers to download the newest voice prompt, Cheetos® also developed three distinct creatives depending on the driver’s behavior. One execution was targeted to Wazers that were either driving home or on their way to work, with the message reminding them to share Cheetos® with their coworkers. A second message was targeted to Wazers going on a long journey, reminding them Cheetos® make the perfect road trip companion. Another execution was geared towards the weekends. After all, what better way to ring in Saturday and Sunday than with a bag of Flamin’ Hots?