Cheetos originally tasked us with creating shoppable recipe videos to inspire Gen Z audiences to use Cheetos over the holidays. We knew that in order to break through during a crowded time to a jaded audience, we had to do something unexpected.

Diving into social trends, we saw that Gen Z were already crushing up Cheetos to add to their meals. So, what better way to get more people to adopt this new ingredient than by making it easier for them to actually make it?

Introducing the Cheetos Duster—the first-ever blender designed specifically to grind Cheetos into the perfect ingredient. We designed and developed the Duster and bundled it with Cheetos products to sell on Amazon on Black Friday. To get the word out, we created a tongue-in-cheek 90 second infomercial, along with six original recipe videos, and cutdowns touting the wonders of Cheetos dust that drove viewers to two bespoke brand store pages on Amazon.

The Cheetos Duster sold out within 90 minutes, garnering 12.5B earned impressions and getting picked up by everyone from Forbes, Food & Wine, and Rolling Stone to North Dakota local news. It’s even on sale on eBay for 10x the original price!

Created with: Elana Black (AD), Roxy Dalton (AD), Seth Mollerup (CW), Rad Olievschi (Prod.), Joseph Dasaro (Design), Shana Weber (SM), Joseph Delhommer (ECD)