MERCADEO Versión en español
Cheetos has its own football team
Patricia Molina| 23 de octubre de 2014
Cheetos debuta en los deportes
The multimillion-dollar snack brand is about to take an unexpected twist: throw their own football team. The appetizer of neon orange, with a huge base of Hispanic customers, has assembled teams of football players specialized in cool soccer tricks. The teams will play matches of real football. The first game is scheduled for November, 8th, at an emerging stage on the beach, as a creative brand initiative. For this, Frito-Lay, owner of Cheetos, will bring a construction crew to level the sand and deploy a temporary football field of artificial turf in Alamitos Beach in Long Beach. The field is 80 meters long by 45 meters wide, which is smaller than a football field or a MLB World Cup. When the game is over, the beach will be back to normal.In the era of social media, even the biggest brands have to come up with new ways to convince customers to interact with them. The goal is to reach Hispanic consumers to encourage them to publish through social networks on the unusual promotion. “Nothing like this has been tried before in the market” Carnero Krishnan, SVP and Chief Marketing of Frito-Lay, said. The game will last one hour, and no doubt the brand mascot, Chester the Cheetah will be encouraging those present in the action.
