Cheetos stats humorously show that 99% of people eat the snack using their dominant hand, including sketch artists, bakers, sports fans, football players, and plastic surgeons. That means they have to use the non-dominant hand for their everyday tasks, which can result in a mess.
Last year, the Frito-Lay brand documented the way Cheetos consumers deal with the Cheetle® fingers in a campaign launched with Goodby, Silverstein & Partners. As expected, the tasks are handled with a (cute) dose of awkwardness. Now, the brand continues “The Other Hand” saga by showing the influence the bright-orange fingertips of the dominant hand can have on a font. Led by the San-Francisco-based agency, “The Other Hand Font” campaign is promoted by a short video starring the agency’s employees and Co-Chairman Rich Silverstein.
Launched on National Handwriting Day (observed January 23rd), the spot follows the designers explaining how having their dominant hand covered in Cheetos dust made them struggle with creating the font. Still, they pushed through and made the font happen. Everything was carefully planned out with even the smallest details being given a considerable amount of attention.
This is “more than just a font. It’s design in its purest form,” says Ryan Self, Executive Design Director at SG&P. Yet, “there’s only one small problem when you’re designing a Cheetos typeface,” confesses Silverstein in the video. And yes, you’ve guessed it: Because of the Cheetos fingers, designers were limited to using the non-dominant hand.
Alongside the promo video, the campaign is accompanied by another short film, explaining how the font can be incorporated into their digital lives. First, they’ll have to download it from the brand’s website or the Chrome Web Store. Once installed, the extension can be easily activated, turning every webpage’s font into a Cheetos-inspired one. It’s so adaptable that it can be used in Word documents, corporate communication, in designs or even for tattoos or gravestones.
“The beauty of the ‘Other Hand’ campaign is that it celebrates a very real human truth: Most people use their dominant to eat Cheetos, which means they have to do basically everything else in life using their Other Hand,” Chris Bellinger, the Chief Creative Officer at PepsiCo Foods U.S., explained. “This latest stunt of introducing a hilariously bad font continues to show the mischievous — and messy — consequence of snacking on Cheetos.”
In engaging with the audience even more, the brand invites them to use the plug-in in their own creations and then post their results on social media, tagging @Cheetos. Those who’ll blow the brand’s mind will be rewarded with a limited-edition, The-Other-Hand-Font-inspired bag of Cheetos.
CREDITS
Brand: Cheetos
Agency: Goodby, Silverstein & Partners
