This campaign was aimed towards children in the age group of four to twelve. The goal was to personalise Chester the Cheetah, and shape his engagement with the target audiences based on this.
Hosting the most-awaited birthday bash
Connecting with a young audience
Cheetos celebrated the birthdays of kids who were born in December. This was done by putting together a lucky draw contest, where the winners would be gifted a birthday party organised exclusively for them by Chester, who would bring lots of goodies, cake, games, and of course, packets of Cheetos.
The trickledown from this set a unique precedent in the FMCG sector, with kids and their parents flocking to celebrate a personal occasion with Chester.