THE CHALLENGE
Frito-Lay, looking to maintain cultural relevance and drive increased purchase frequency for their popular Cheetos brand, sought a way to break through the noise in a crowded snack market. With an established fan base but a need to stay fresh and relevant, Cheetos needed a campaign that would harness the power of popular culture to captivate both loyal fans and new audiences.
THE APPROACH
To accomplish this, BENlabs helped Frito-Lay leverage a powerful alignment with the iconic Ghostbusters franchise, partnering with Sony Pictures to create a unique in-film snacking moment. This placement was strategically integrated within a pivotal scene to amplify Cheetos’ presence in the Ghostbusters universe and connect with audiences through a memorable pop culture tie-in.
The in-film placement became the foundation for a multifaceted offscreen partnership that extended the impact far beyond the movie theater. This included the launch of a limited-edition Ghost Pepper Cheetos flavor, as well as supporting influencer, PR, digital and social media promotions that engaged fans of both the movie and the snack.
The collaboration yielded impressive results, with Cheetos Ghost Pepper limited-edition flavor flying off shelves in a “hot” second, generating excitement and scarcity that amplified demand. The partnership also re-engaged the fanbase of the beloved flavor, driving demand and sales in key retail markets.
The Results
Impressions Across Theatrical Release and Netflix Streaming
Box Office Debut
Netflix Debut
