Client: Cheetos is a brand of cheese-flavored corn snacks produced by Frito-Lay.

Audience: College students between the ages of 18 and 22. They know they have plenty of options when it comes to snack foods and tend to choose snacks that taste good and have long shelf lives. Students are already familiar with and have a favorable opinion of Cheetos.

Tone: Bold, fun, exciting, sassy, promotional, urgent.

Challenge: The client needed a landing page to promote a giveaway and to collect contact information from university students so they could send them coupons and promotions in the future. Several mandatory elements needed to be included: the word “giveaway,” a signup form, the contest end date, a terms/conditions agreement, and social sharing links.

Strategy: Four years of free Cheetos is a very straight-forward benefit that doesn’t need a lot of finessing, especially for the target audience who already enjoys the product. The work was aligning with the brand voice and making the copy feel distinctively Cheeto-y while including the brief’s mandatory elements. I hit on themes that most college students can relate to (snacking and studying) and used particular phrases to really push the brand voice: “Munch and crunch,” “snack-attack,” and “cheese-dusted fingers.” I included a clear and direct call-to-action (“Enter Giveaway”) to firmly direct the audience to the next step. Leaning into the fun and bold tone for this element, with a more creative call-to-action, would risk deterring sign-ups due to sounding too gimmicky or confusing.