Partners In Possibility
Cheetle in Cheadle (ft. Jess Spaulding and Josh Budd)
June 21, 2023 · 23 min
Why listen
The inside story of how a Cheetos dust statue in a small town became a global marketing phenomenon.
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In this episode
- How a simple, absurd idea earned serious award-winning results
- What it takes to turn a niche cultural moment into global coverage
- How brand and agency creative teams collaborate to make bold work
- Why standing out in a crowded marketing field starts with a clear point of view
About this episode
Fun fact: When you eat those amazing Cheetos, you’re left with a tasty souvenir: the orange dust on your fingers, which actually has a name: Cheetle. This episode is a conversation with two of the creative minds behind the award winning Cheetle in Cheadle campaign, Jess Spaulding, CMO at PepsiCo Foods Canada and Josh Budd, Chief Creative Officer at Citizen Relations.In this conversation, Josh and Jess give us a peek behind the curtain and share all about how the Cheetle statue came to life and quickly became a viral sensation, attracting thousands of fans from all over. This award winning campaign generated significant coverage, and became a global phenomenon.
We discuss how their unique approach to this campaign allowed them to stand out from a crowded marketing field on this episode of Partners in Possibility.
Check Out The Cheetle in Cheadle:
- Sizzle reel: https://youtu.be/_aTOhzld1V0
- Cheeto’s Press Release:
https://www.fritolay.com/cheetos%C2%AE-proudly-unveils-a-statue-to-commemorate-cheetle-the-official-term-for-the-brands-orange-dust
-Jimmy Kimmel & Don Cheadle:
https://www.youtube.com/watch?v=82dyXsYsaPs
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About Partners In Possibility
In an ever-changing world it’s all about staying connected, building connections, and seeing where the next collaboration takes a marketing campaign. From an initial brief to the follow-through, teamwork, and final execution:What paths are going to make a campaign’s success more than a possibility?
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