With less than two weeks before the second season of the Wednesday series premieres, streaming service company Netflix and snack brand Cheetos have joined hands to celebrate the event in a memorable — but delightfully messy — way. Rolling out across New York City, unsuspecting pedestrians found themselves “dusted” in the brand’s iconic orange Cheetle.
Created in partnership with the agency Goodby Silverstein & Partners, the stunt features Thing, Wednesday’s troublesome sidekick, as the brand’s newest ambassador and its adventure to wreak havoc in Times Square.
Following an interview between Cheetos professionals and the Addams family member, Thing got the job as the brand’s spokesperson. Sorry, spokeshand. As expected, Thing fully embraced its new role and made sure every New Yorker felt its chaotic presence across the city, indirectly informing fans about the fun they can expect in the upcoming season.
In addition to observing the hand leaving orange trails across Manhattan and escaping from a giant Cheetos billboard to other brands like Gatorade and Spotify, fans will be treated to a new Cheetos flavor, Flamin’ Hot Fiery Skulls, a twist on its existing Flamin’ Hot variety. With a gothic-like design inspired by the Netflix series, the snack will be available on the US shelves later this month.
“Stirring up a little trouble is what our annual Cheetos fingertip sponsorships are all about– and this year, we’re turning up the mischief with the ultimate partner in crime, Wednesday’s Thing,” Tina Mahal, Senior Vice President of marketing at PepsiCo Foods US, said in a statement. “Cheetos fans love a good plot twist, and since many of them see themselves as Wednesday-style outcasts, we knew this chaotic, funny, and perfectly unexpected collab would be a hit just in time for season two.”
Last year, the snack brand revealed its viral “The Other Hand” campaign. The ad humorously stated that 99% of people eat the snack using their dominant hand, meaning that they have to use their non-dominant one for the rest of the activities. Complementing this hilarious ad was “The Other Hand Font,” a quirky typeface made by Goodby, Silverstein & Partners employees using their non-dominant hands.
CREDITS
Brand: Cheetos
Agency: Goodby Silverstein & Partners
