Doritos Unveils Unique ‘Non-Dominant Hand’ Adventures in Latest Promotional Move

Cheetos Celebrates Consumers in New Campaign

Cheetos has recently started a campaign to honor consumers who enjoy their cheesy snacks with their dominant hand. This means that they have to use their non-dominant hand for other activities, as stated in a press release.

The new campaign called "Other Hand" showcases Denver Nuggets point guard Jamal Murray in a fresh ad. Murray gave a sneak peek of the campaign by attempting high-fives with his non-dominant hand, often missing, both on and off the court.

The campaign consists of five commercials and different out-of-home activities and stunts that capture situations where individuals opt to keep eating Cheetos with their dominant hand instead of focusing on precision.

Discovering the Fun of Cheetos "Cheetle"

Cheetos is celebrating fans who have dedicated their main hand to munching on its cheesy treats, even if it means ending up with a hand covered in what the brand lovingly refers to as "Cheetle." According to Frito-Lay, 99% of Cheetos lovers use their dominant hand to enjoy the snack, sparking curiosity about what activities can (or cannot) be done with the "other hand."

To start the campaign, Cheetos teamed up with Murray to challenge his non-dominant hand. In a fresh commercial, the NBA player is shown trying and struggling to give high-fives with his left hand before fumbling through tasks like tying his shoes or taking off his warm-up gear.

Cheetos is highlighting various funny fails that happen when people rely on their "other hand" in digital advertisements. These mishaps include a baker messing up a birthday cake, sports fans missing high-fives, a plastic surgeon making a mistake, an artist creating a weird sketch, and a football player failing to make a good pass.

Tina Mahal, senior vice president of marketing at PepsiCo Foods North America, mentioned, "Cheetos fans understand the struggle when they need to do things but their fingers are covered in that iconic orange Cheetle dust." She added, "We want to show everyone that it's fine to use your Other Hand and embrace the mess."

The brand brought the campaign to life with outdoor activations that showcase everyday people using their non-dominant hand to enjoy Cheetos, even if it gets messy. From a quirky New York Times ad to a funny parking job in the city, the creative highlights the fun and messy side of trying something new. Consumers are encouraged to join the conversation on social media by sharing their own experiences using the hashtag #CheetosOtherHand.

"Other Hand" is just one of the fun marketing tactics Cheetos has used. They've also created a kitchen gadget that turns Cheetos into Cheetle and partnered with Rock The Bells for unique art pieces made from the orange dust. Last year, Frito-Lay teamed up with rapper Megan Thee Stallion to promote their Flamin' Hot Flavor, offered by brands like Cheetos, through a campaign centered around Flamin' Hot University.

Editor's P/S:

Cheetos's "Other Hand" campaign is a clever and relatable way to connect with consumers. By celebrating the messy joy of enjoying Cheetos with one's dominant hand, the brand creates a sense of community among fans who understand the struggle of keeping their other hand clean. The humorous commercials and stunts effectively capture the awkwardness and frustration of trying to perform everyday tasks with a Cheetle-covered hand.

Furthermore, the campaign highlights the brand's willingness to embrace the messy side of life. By encouraging consumers to share their own "Other Hand" experiences, Cheetos reinforces the message that it's okay to be imperfect and enjoy the little things in life. This approach aligns with the brand's playful and lighthearted personality, further strengthening its connection with its target audience.