Cheetos Deploys Finger Scanning Technology to Unlock Bad Bunny and Adidas Collaboration

Dive brief:

• Cheetos has extended its partnership with Bad Bunny through a capsule collection of casual wear developed in collaboration with Adidas, according to a press release.
• Limited-edition merchandise is inspired by the signature styling of the reggaeton artist, as well as the color palette and designs of the Chester Cheetah mascot. While the equipment will be available to consumers using the Ntwrk app starting August 6, Cheetos provided some fans with early access last week through a finger scan tech app.
• In collaboration with Adidas, the snack brand created a Cheetle iD e-commerce experience that asks website visitors to post photos of their fingers covered in Cheeto dust, or “Cheetle,” to preview and take pictures. purchases. This one-of-a-kind activation shows that Cheetos is deepening its connection with a popular artist while building a stronger Direct-to-Consumer (DTC) strategy.

Dive overview:

Cheetos is deploying pioneering technology to give its partnership with Bad Bunny and Adidas a more exclusive feel, allowing just 100 consumers to quickly access the capsule collection through the Cheetle iD detector. The brand clearly anticipates strong demand for the “extremely limited” product line, testifying to Bad Bunny’s power to attract fans. The activation of e-commerce is also the second phase of a marketing partnership formed with the world reggaeton star last year through a “Deja tu Huella” campaign.

Cheetos has made Cheetle – which more casual eaters may find a nuisance – a recurring theme in its marketing. A 2020 Super Bowl campaign starring MC Hammer riffed on the concept, suggesting that orange dust played a key role in the inspiration for the rapper’s hit single “U Can’t Touch This.”

Snack label Frito-Lay is putting more energy into targeting Hispanic audiences with “Deja tu Huella,” which translates to “leave your mark” and aims to inspire people to make an impact on culture through music , fashion and other modes of expression. The effort expands to include a Deja tu Huella Estudiante fund set up with the Good Bunny Bad Bunny Foundation that will reward 10 students with $ 50,000 each to be spent on their education. To enter the contest, consumers in the United States and Puerto Rico can post a 60-second video on TikTok demonstrating how they support their community. Video submissions will be accepted until August 18 and must tag Cheetos and use the hashtags #DejatuHuella and #Entry.

Consumers who missed the early access window to the Adidas casual wear line can grab a larger design on the Ntwrk app before the collection goes live in early August. Ntwrk is a live shopping app aimed at younger cohorts like Gen Z. It hired Jason Brown, a former Footlocker executive, as its chief marketing officer in June.

Cheetos Experimenting With Platforms Like Ntwrk And Finger Scanning Technology Cheetle iD Shows How Good, Packed Marketers Are Making Bigger DTC Bets As More Purchases Turn to Mobile and Digital Channels . PepsiCo, Frito-Lay’s parent organization, has invested more in e-commerce as the pandemic changes consumption patterns. Last year, it introduced two DTC sites, including a Snacks.com offering focused on the Frito-Lay portfolio.