- Frito Lay is using its popular “Flamin’ Hot” Cheetos flavors to entice consumers to try a few more products in its portfolio via a promo encouraging consumers to “Cheat on Flamin’ Hot Cheetos.”
- The promo asks consumers to register at a dedicated website, FlaminHotUniversity.com, for the change win a “burner phone” that will include a direct line to the brand’s mascot, Chester Cheetah, from whom they can request a selection of non-Cheetos snacks.
- The brand has enlisted reality TV star and podcaster Gabby Windey to help spread the word about the promo via her social channels.
Considering college students are probably the brand’s top demographic, Cheetos is timing this promotion to the fall semester and the beginning stages of “cuffing season” (when people find partners to keep them warm during the cold winter months). To further bring home the message, the brand is considering the enticement to try other brands’ fiery hot flavors a “Hall Pass.”
Those who win the flip phones (which will come preloaded with a year of service) will be able to dial Chester Cheetah directly to request some “side snacks.” The mascot will deliver a selection of Frito Lay snacks that have the same flavor profile as the Flamin’ Hot Cheetos, including Flamin’ Hot Fritos, Flamin’ Hot Funyuns and Flamin’ Hot Doritos.
“While we love how many of our fans are in a committed relationship with Flamin’ Hot Cheetos, the Flamin’ Hot portfolio is overflowing with spicy snacks,” said Tina Mahal, vice president of marketing at PepsiCo Foods North America, in a statement. “By offering numerous fiery options, Flamin’ Hot hopes to inspire its fans to be bold and explore every way possible to turn up the heat.”
Through November 30, consumers can enter to win one of the burner phones via the Flamin’ Hot University website or through the brand’s or Windey’s social media channels. The website also includes a “Sidechip Quiz” where users can find their perfect match of Flamin’ Hot snack via dating profiles of the other brands.
