Cheetos

Cheesyverse

Activation

Mexico City

2023

Creativity, PR

Context

Cheesyverse takes us inside the mind of Chester Cheetah

Cheesyverse is the experience created by Cheetos to transport us into Chester’s mind. Every space was designed to bring this iconic character’s ideas to life—and to experience them—connecting with Generation Z through an immersive environment that invited the creation of unique content.

Objective

To reaffirm Cheetos as the iconic snack brand, generating even greater relevance and proximity with younger generations through an activation based on its main character, his universe, and the various ways to enjoy Cheetos.

Challenge

The Idea

In 2023, Cheetos sought to amplify the Cheesyverse experience; therefore, in collaboration with the entire brand team, we made Chester Cheetah’s head our primary focus. Through a series of interactive, fun, and engaging installations, visitors could experience Chester’s wonderful ideas—brought to life within an iconic space in the heart of the Roma neighborhood—a unique proposal of its kind that was sold out for five weeks.

The space was divided into:

Funnyverse, to play across different levels inspired by Chester’s best moments.
Foodieverse, to taste Cheetos with the best toppings and creations.
Fashionverse, to create clothing and makeup alongside Chester.
Merch area, to acquire unique garments created by Chester.

We produced a detailed report to measure the carbon footprint of all the elements involved in producing and implementing this event. In line with our commitment to the environment, the goals of the 2030 Agenda, and the United Nations Global Compact, we offset this footprint 100% through reforestation certificates in the ejido of Hueyapan, Tulancingo, Hidalgo.

Cheesyverse