by abduzeedo
Cheetos tackles the Cheetle problem with stylish orange pants. An ad campaign merging fashion, function & fun. By BBDO.
Let's be honest. We've all been there. Elbow-deep in a bag of Cheetos, enjoying that cheesy goodness, only to face the inevitable dilemma: the dreaded Cheetle fingers. That bright orange dust gets everywhere. Do you wipe it on your jeans? A napkin? Lick it off? It's a messy situation.
Well, the Cheetos brand, known for its playful mischief, just dropped a surprisingly practical, and frankly, hilarious solution. Meet Cheetos Pants.
Fashion Meets Function (and Fun)
Created in collaboration with ad agencies Impact BBDO and BBDO NY, these aren't just any orange trousers. This ad campaign delivers a piece of apparel designed with a specific purpose.
First, the color. It’s the exact Pantone shade of orange as the iconic snack. Instantly recognizable. Bold. Unapologetic.
Second, the genius part: the texture. Integrated onto the thighs are panels made of a towel-like material. Yes, you read that right. They are specifically designed as dedicated Cheetle-wiping zones. Wipe away without a second thought. Problem solved.
But the design thinking didn't stop there. The pockets are perfectly sized to hold a bag of Cheetos Crunchy. Because, of course, they are. It’s this blend of humor, brand identity, and genuine utility that makes the concept shine.
Design Collaboration
Cheetos didn't just slap some fabric together. They brought in some serious design talent to ensure the pants were both functional and genuinely fashion-forward.
The BBDO team collaborated globally with Max Siegelman and Karoline Spenning of the fashion label Siegelman Stable. They also worked alongside noted designer Zang Toi, founder of the House of Toi. This collaboration elevates the project from a simple gimmick to a considered piece of design, bridging the gap between snack culture and streetwear.
More Than Just Pants: The Campaign
The Cheetos Pants launched as a limited-edition item, available on a first-come, first-serve basis via cheetospants.com. This creates hype and exclusivity, classic tactics for a buzzworthy campaign.
But what if you miss out? Cheetos and BBDO thought of that too. The website also cleverly curates a collection of other orange pants available for purchase across the internet from various brands and designers. It essentially turns every pair of orange pants online into a potential Cheetle-wiper, extending the campaign's reach and humor beyond their own product. It’s a smart way to keep the conversation going.
This ad campaign is a great example of thinking outside the (snack) box. It takes a common, relatable problem tied directly to the product experience and turns it into a tangible, shareable, and slightly absurd solution. It’s memorable, engaging, and perfectly captures the playful spirit of the Cheetos brand.
It makes you wonder: what other everyday problems could be solved with a bit of clever design and a willingness to not take things too seriously?
Credited Agency: BBDO (Impact BBDO and BBDO NY)
