Chester Prank Academy

Chester - the hero of the Cheetos brand - and his characteristic laugh are familiar to everyone who once watched television commercials in anticipation of the evening. Unfortunately (for Chester), the young target group (7-13 years old) of Chester is completely unfamiliar 🙁 The evening is gone, commercials are scrolling, and young viewers definitely prefer YouTube to TV. So how do you save Chester from oblivion? Introduce it to a young target group in collaboration with their current idols — popular entertainment youtubers!

Target

To revive Chester — the brand hero of the brand “Cheetos” — in the consciousness of the target group 7-13. Involve the children in positive communication.

Realization

For the campaign, the “Chester Prank Academy “was created! A format in which the brand hero of the brand — together with the ambassadors of the action and experts in the subject, Jeleni Jaji — teaches how to carry out the best “pranks” and “wrkety”. The pilot episode was published on the brand channel CheetosPL. Then Chester, together with Jeleni Jaji, “traveled” through other (specially selected for the target audience) YouTube channels, where he screwed their creators or carried out positive pranks together with them.

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Findings

With positive action and the involvement of target audience idols, not only was a wide reach built, the target audience was engaged (comments “Chester, how do I join from the Academy?” — were not uncommon), but above all Chester — the brand hero of the brand — was “revived” in the minds of the youngest consumers!