Chester Cheetah Grows Up

Andy Warhol, through his famous Campbell's Soup can painting, captured that culture, pop culture and  advertising are all interrelated in America.  And this phenomenon is apparent now more than ever: Consider spokescreatures like the M&M characters, the Energizer Bunny and Frito-Lay's Chester Cheetah, which have all become beloved characters everyone seems to know.

Over the last 20 years I've watched Chester Cheetah's personality evolve.  He used to be the cool kitty who was always trying to get some Cheetos, but never succeeding -- something that appealed to kids.  Today, Cheetos targets adults -- especially 30-year-old men -- and so Chester has grown up.  He's now associating with adults, acting as the catalyst that brings out their inner-most mischievous feelings.

"Young adults today are under a lot of pressure with jobs, children and financial concerns," says Marissa Jarratt, Brand Manager on Cheetos.  "So we want Chester and Cheetos to provide them with a moment of fun – a brief escape from the pressure of daily life." 

The Cheetos team recently won the Grand Ogilvy Award from the Advertising Research Foundation for last year’s campaign, "Orange Underground," which featured Chester encouraging adults to engage in random acts of mischief.  Building on that success, this month, Cheetos launched a new snack, Giant Cheetos, large bites of Cheetos, each about the size of a golf ball.  And, a revamped Web site and new advertising support the innovation.  USA Today even featured Giant Cheetos last week in an article about products that “make people smile.”

Giant Cheetos are available in Cheese and Flamin Hot flavors -- in a large bag and a single-serve sleeve of five balls (only 80 calories for the single-serve sleeve).  I've tried the Cheese Giant Cheetos and each piece presented me with a challenge:  Do I eat it in one or two bites?   I usually go for the two-bite option, but Marissa tells me that most men prefer the one-bite alternative.   

There are two new Cheetos ads featuring Chester that will debut on TV in a few weeks.  You can catch them on late-night programs on networks including Comedy Central, TBS, FX and VH1, since these channels are where young adults hang out after the kids go to bed. 

So now that Chester Cheetah has grown up, I look forward to seeing how his story and the Cheetos brand continues to evolve.  I think the introduction of Giant Cheetos is another step in the right direction.  So, how will you eat Giant Cheetos –- in one bite, or two?

Comments

[Karan Walsh]

What happened to the good old cheese puff balls?? Oh how I miss the butter~cheese melting bite size ball of my childhood! I tried the giant cheeto in hopes, but they don't melt as well in your mouth! If you bite it in half, which is more appropiate table manners, it's really no different from a cheeto puff. And well if you shove the whole thing in your mouth, not only do you look dumb, ;O) but it's just not the same either. I do miss those darn cheese balls, many of road trips and good times. Have found a couple of store brand ones, but they too are not the same!!! :o) Thanks Karan

[Kristin]

Re: Karan; The Cheetos Puffed Balls -- packaged in canisters -- were available in the 1980's, but were discontinued many years ago due to slow sales. The love for our Cheetos Crunchy and Cheetos Puffs snacks has remained strong over the years though, and we've introduced new flavors and shapes including the new Giant Cheetos. Thanks for sharing your memory of the Puffed Balls, and I hope you'll give the Giant Cheetos another shot -- I just love them, despite how funny it may look to see me eat them in one bite!

[YLG]

I saw a youtube video with a gigantic cheeto the size of a coffee can. Does anyone know where those are available?

[Kristin]

Re: YLG; The gignatic Cheeto you saw online was a one-of-a-kind creation, developed to celebrate the launch of the Giant Cheetos last month -- we're not actually selling ones that big! Have you tried the new Giant Cheetos though? They're really quite good! Thanks for your comment.

[Veronica]

I have tried them, and i was dissapointed.
They were uber hard and stale tasting, and not much flavor.
I feel that Giant Cheetos give off the Captain Crunch Effect.
Did i just get a lousy bag of Cheetos?
The bag said "NEW" and the product was within date.

[Mario]

Not sure about the giant ones but someone is messing with the original. Lots of color but less flavor, also harder.

[Susan]

My kids grew up with cheetos paws. Awsome finger food for 2 yr olds. They could put their fingers in the hole in the paw and be a chester cheetah. Must of been a slow sale item. Is it ever possible to bring them back? They were so much fun. I have tried the giants. They are good but mostly air. The cheetos puff balls are missed too. My grandmother used to keep a can by her bed. I love cheetos and chester.

[Peter]

Does anyone know when Chester's flamin' hot puffcorn came out? I just found them last week.

[Lisa]

Has anyone tried the the Chesters Fries? They are terrific! A bit hot but that is what makes them good, besides the flavor. Give them a try and I'm certain you will be as hooked on them as my friends and I are.