It is not news that many brands invest in all kinds
of sports sponsorships, but Cheetos has been done something unique by
launching its own branded exhibition soccer team as a plataform to expand its
already large Hispanic audience. I just loved the initiative because it really
shows that Cheetos wants to get closer to its consumer by being relevant to
their daily lives.
The brand has created both an exhibition team
called Los Cheetahs, which it describes as "The Harlem Globetrotters of
soccer," and an opposing team that plays their no-nonsense foil, dubbed
Los Jefes.
Cheetos' marketing, featuring the mischievous adventures of its mascot Chester Cheetah — positions the snack as adding an additional, fun twist to families' playtime together.
Exhibition soccer is a twist on the sport and, surprisingly, no one else was yet hosting such events in the U.S., Jeannie Cho, senior director of marketing for PepsiCo's Frito-Lay.
Hispanic households buy 50% more Cheetos than general-market households, and drive 16% of the brand's total volume, according to IRI data cited by Frito-Lay.
Cheetos held an open audition to find players skilled at amazing soccer moves and tricks, who also demonstrated the ability to work with team members and some comic flair, says Cho. Some of those chosen have other careers, like acting or accounting, or have played in international soccer circuits.
A bonus draw, at least for this debut game, was retired Mexican soccer player Jorge “El Chapulin” Campos, one of Mexico's top players in the '90s, who played goalie for Las Cheetahs and signed autographs for fans.
Da-le Cheetos!!!
#Cheetos #ElChapulin #SoccerWithCheetos #ChesterCheetah
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