PepsiCo Mexico Foods ‘Where’s Chester Cheetos?’ promotion comes to life in sunlight
It has expanded its photochromic (light-sensitive) ink capability throughout Mexico with a Cheetos-exclusive promotion - ‘Where is Chester?’ - where it ‘hides’ Chester from its bags, making him visible only by exposing the packaging to sunlight.
Reinforces brand personality
Barry McCann, new launch leader, CTI, said the packaging captures consumers’ attention bringing awareness to the promotion.
“One of the challenges of using smart technology is finding an application that isn’t just a ‘gimmick,’ but has a meaningful connection to the brand,” he said.
“The ultimate goal is to lift product sales, but for lasting power, it has to speak to the consumer in a way that reinforces the brand personality and promise.”
Consumers can find inside every Cheetos bag a free product and coupons with points to redeem on its website for prizes including Chester footwear, Chester clothing and a Chester selfie stick.
The promotion began on August 5 and finishes on October 13.
There are 16 different ‘poses’ of Chester across several Cheetos portfolios: Torciditos, Poff, Flamin’ Hot, Nacho, Bolitas, Colmillos & Popcorn.
The bags display a magnifying glass and a white circle until the package is exposed to sunlight. There, Chester’s irreverent brand character appears, behind the magnifying glass, with a mischievous attitude.
American Poly del Norte
CTI custom-developed the orange and charcoal photochromic inks, qualified them with the converter (American Poly del Norte in Mexico) and attended the production run there.
McCann said, since the launch in August 2017, response to the Cheetos promotion has been met with interest and enthusiasm, with several fan-generated YouTube videos showing how to activate the hidden images and find game pieces and prizes show.
CTI’s photochromic inks provided for the first ever technology solutions in 2015 for Frito-Lay in the US, winning a 2016 Silver Achievement Award from the Flexible Packaging Association. This captured the attention of the Cheetos brand in Mexico.
“The interactivity of the package compels customers to play, rather than simply treat the bag as a ‘product carrier’,” added McCann.
“At the same time, it encourages consumers to go outside and into the sunshine. The high level of brand interaction promotes collecting all 16 ‘Where’s Chester Cheetos?’ designs and returning to the store to purchase more for additional game pieces.”
CTI is based in Colorado Springs, Colorado, US. In addition to its photochromic capability, the company produces thermochromic and other environmentally reactive technology, such as pressure-activated, irreversible, reveal and glow-in-the dark.
