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, saucy, cheeky, promotional, urgent.

Challenge: Working within a very limited space, the challenge was to achieve clarity, direct action, include multiple mandatory elements, and balance a bold/fun brand voice with highly promotional wording.

Strategy: Because visitors to the landing page must understand immediately what they are looking at, I made the headline extremely clear and straight-to-the point. “Cheetos” and “Giveaway” left no room for confusion regarding the purpose of the page. I added more personality to the supportive copy to ensure alignment with the brand voice while also providing further details about the giveaway. “Munch and crunch,” “snack-attack,” and “cheese-dusted fingers” provide the copy with the fun and bold energy of the brand while “4-year supply,” “graduation,” and “diploma” are more objective terms used to communicate necessary information to the audience.