Major snack brands, like Frito-Lay are discovering creative ways to help consumers cope with the sagging economy. “People are looking for anything to break the negativity,” states Ann Mukherjee, marketing chief at Frito-Lay. And that is exactly what Frito-Lay did when they created the BIGGEST innovation to come out of the snack industry – Giant Cheetos.
Launched April 1, 2009 and roughly the size and shape of a golf ball, this cheesy sensation comes in both regular cheese and Flamin’ Hot flavors. What was originally percieved as an April Fool’s Day prank was far from it. Frito-Lay hired cultural anthropologists to observe what restless workers fiddle with at their desks. The most popular object was the stress ball…and hence Giant Cheetos were born.
A company that typically markets to America’s youth, Frito-Lay shifted its focus and spent $13 million in the first 11 months of last year to bring cheesiness to working adults, compared to the mere $8 million in 2007. Hoping to lighten up “recession-obsessed” consumers, Frito-Lay ran significant amounts of print and television advertising including creating a virtual online playground encouraging adults to take a break from the everyday and have more fun at work. The website has everything from interactive video games to a custom created “Office Pinata” that can be formed in the shape of an enemy. In addition to declaring April National Humor Month, Frito-Lay offered tips on how to enjoy Giant Cheetos while unleashing the fun side. Frito-Lay offered ideas such as; “Use plastic wrap to close off a co-worker’s cubicle. Then, fill the cubicle up with Giant Cheetos for the cheesiest of ball pits.”
“A historic day, indeed,” muses Chester the Cheetah in the new Giant Cheetos commercial. Will snack foods be the cure to recession woes? Probably not, but at least Giant Cheetos have provided some much needed fun and entertainment.
