House of Flamin' Haute
Food and Non-alcoholic Beverage Industry
Cheetos
September 5-7 2019
New York City, NY, USA
Opportunity
Many brands are looking to incorporate aspects of “lifestyle brands” into their own brand, “in order to drive earned media and loyalty.”1 Cheetos wanted to connect with younger millennials and generation z and create brand ambassadors through experiences and merchandise.
Solution
The first-ever runway show and style bar to kick off New York Fashion Week. Cheetos utilized their brand to create a fun and unexpected time with outrageous Cheetos inspired outfits and makeovers. With newly created merchandise at Forever 21, they found the perfect way to get their younger target to literally wear their brand on their sleeves.
Activation Breakdown
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A partnership with New York Fashion Week.
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A partnership with the agency The Marketing Arm
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21 Cheetos-inspired outfits created by their partner Forever 21
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A collaboration with costume designer Ami Goodheart.
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Partnerships with various influencers.
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Cheetos-inspired salon
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Music performances by famous artists.
Results
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Sold-out merchandise.
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Sold-out tickets to the event.
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Increased brand awareness.
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Increased media awareness.
Takeaway
Similar to Taco Bell, this is another activation rooted in insanity. Whether people liked or disliked the event, they were talking about it. This was the perfect way to get the brand to expand past only snacks and into clothing and merchandise. This was the kickoff to an added revenue stream and potential growth opportunities. This activation also focused on the consumer. They wanted people to feel beautiful through something the Cheeto brand was doing- they were not just trying to sell bags of Cheetos.
In Action
1 Levine, B. (2019, August 20). Cheetos Snacks of Flamin’ Haute Look at New York Fashion Week. Marketing Dive. https://www.marketingdive.com/news/cheetos-snacks-on-flamin-haute-look-at-new-york-fashion-week/562003/