On this week’s episode of SNL, host Jack Black joins Cheetos mascot Chester Cheetah for a commercial selling a twist on a ...

The new product was Cheetos Popcorn (two flavors), and popcorn was already its own kind of food. No longer a uniform puff or iconic sprig, the brand had to define Cheetos by its distinctive flavor. In ...

Why is This Work Relevant for Creative Strategy? For years Cheetos had spent its marketing efforts portraying itself as the "family fun" brand and downplaying the most distinctive, and divisive, ...