I don't like Cheetos, but I like futbol. Therefore, I like the brand

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. 

 

After the event, Cheetos’ FB gained 70K more followers.  

 

Da-le Cheetos!!!

 

 

#Cheetos #ElChapulin #SoccerWithCheetos #ChesterCheetah 

My 30-year-old fav mascot breaks into digital age

My favorite long-time Snuggle Bear mascot that is 2 years older than I am has come back to life with the help of social media. I still remember its first commercial as it was yesterday.

The brand has launched a campaign on Facebook, Twitter, YouTube and Instagram that celebrates the bear’s 30th birthday. I can’t believe that we are 2 year old apart! I really belong to this celebration. My mom still uses Snuggle and so do I!

To help orchestrate these social efforts, Snuggle has created an editorial calendar that maps out themed social content across all platforms for September.

"We generally post across our social media platforms two to three times a week," said Kristine Campbell, Snuggle’s senior brand manager. "When you add up all the posts that we’re doing across all of the social and digital channels user-generated content asking users to submit photos will be turned into social posts and e-cards. 

 #SnuggleBear #FabricSoftner #Tradition

Plus some reality in the fashion industry

   Plus size fashion has been in the news quite consistently for a few years now, whether discussing the need for more plus size retailers or cheering the success of models that burst the super skinny fashion industry bubble. There is a whole lot of fuss in the social media and fashion realm because of this authentically beautiful lady, Myla Dalbesion. She is Calvin Klein’s new lingerie model. As you might think, she is NOT on Calvin’s plus sized campaigns but in the regular sized marketing. Finally, some retailers are awaking up from the “skinny nightmare” to live up the reality of women beauty. “I am not skinny enough to be straight size, like these size zero and size two girls, and I am not big enough to be plus-size”, says Myla.

Calvin Klein ad featuring Myla Dalbesio. (Photo: Calvin Klein/ Elle.com)    

 I am thrilled to know that Calvin has embraced the “#inbetweenie” type of model, because I am one of its kind. In this new categorization, the “inbetweenie”, recognizes the reality that real woman, of all sizes, will wear the brand’s underwear and instagramers have adhered the hashtag to celebrate their beauty uniqueness.