Cheetos turns iconic orange dust into an art exhibit with the latest musical alliance

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Dive brief:

  • Cheetos Partners With Hip-Hop Lifestyle Brand Rock The Bells To Launch Eight Original Works Of Art Created From Its Iconic Orange Dust, Or What The Trader Calls “Cheetle,” According To Documents Sent by email to Marketing Dive.
  • The exhibition “Yacht The Basel: The Art of the Cheetle” will feature works by artist Lefty Out There and will debut at the Art Basel festival on December 4 on the SeaFair, a mega-yacht docked at Miami’s Bayfront Park. Consumers can sign up for the free show, which will also include DJ sets and be followed by an invitation-only experience that includes Cheeto-inspired cuisine, cocktails and a live performance.
  • The partnership between Frito-Lay’s Cheetos and Rock The Bells is the brand’s latest campaign that taps into culture, a priority for CPG brands looking to reach a changing and often younger consumer base.

Dive overview:

Frito-Lay makes hay again with “Cheetle,” this time turning neon orange dust smeared on your finger into works of art that are at the heart of an experiential activation at Art Basel in Miami. The art exhibit is free with RSVP and is featured by hip-hop luminaire Just Blaze, while an invitation-only stay on the SeaFair yacht will feature “luxury” Cheetos-inspired cuisine and a performance by young Kaash Paige.

By merging the iconic snack brand with hip-hop culture and a major event in the art world, Cheetos is creating a cultural game to engage young consumers. CPG brands have strived to move away from the domestic tropes the industry has used in advertising for years by creating a cultural cachet with Gen Z and millennial consumers.

“Over the years, fans have used Cheetos as inspiration for so many different things – from fashion and beauty to cooking and more,” said Jessica Spaulding, Senior Director of Marketing at Frito- Lay North America, in the press release.

Previously, the brand had partnered with musician Bad Bunny on a capsule collection of leisure clothing developed in collaboration with Adidas. This effort also revolved around Cheetle, as it was accompanied by a Cheetle iD e-commerce experience that required website visitors to post photos of their dust-covered fingers of Cheeto to purchase the merchandise.

Ahead of the Art Basel event, Rock The Bells will share behind-the-scenes videos of Lefty Out There creating his Cheetos-based art on their social media accounts. Although he does not have the international profile of Bad Bunny, Lefty Out There has more than 29,000 Instagram followers and has collaborated with brands such as Nike and Adidas and artists such as Megan Thee Stallion and Chance the Rapper, according to details shared with Marketing Dive.


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