What’s the first thing that comes to mind when you think of Cheetos? If your answer isn’t Chester Cheetah, it’s probably the unmistakable orange dust—lovingly dubbed “Cheetle”—that stubbornly clings to your fingers long after the last crunchy bite. Some brands might see this as a flaw. Cheetos? They turned it into a marketing masterpiece.
Enter the “Other Hand” campaign, a wildly clever, laugh-out-loud marketing move that transforms a messy inconvenience into a cultural moment. Instead of downplaying the reality of Cheetle-covered fingers, Cheetos leaned all the way in, celebrating the sticky-fingered struggle with a campaign that’s as smart as it is hilarious.
Embracing the mess and making it fun
We’ve all been there—one hand coated in orange dust, the other struggling to text, scroll, or, god forbid, open a door without smearing Cheetle everywhere. Cheetos didn’t just acknowledge this everyday struggle; they turned it into the star of their campaign.
And then they took it a step further. The brand didn’t just roll out a few funny ads; they went full send and created a custom font—The Other Hand Font—designed by actual people using their non-dominant hands. The result? A beautifully chaotic typeface that mirrors the clumsy, one-handed reality of eating Cheetos. Better yet, they made it downloadable as a Chrome extension, inviting fans to join in on the joke.
This is where the campaign shines—it’s not just a gimmick. It’s an experience.
Why the “other hand” campaign works
Great marketing doesn’t just sell a product; it creates a moment. And this campaign does exactly that.
- It humanizes the brand. Cheetos knows its audience: snack lovers who embrace fun, not formality. Instead of pretending Cheetle isn’t a thing, they made it a feature, not a bug.
- It sparks participation. By offering a downloadable font that makes everyone’s typing look hilariously wonky, Cheetos transforms passive viewers into active participants. And when people engage with a brand, they remember it.
- It’s shareable. Whether it’s a wobbly-fonted meme, a Cheetle-covered selfie, or just a laugh about the universal struggle of eating Cheetos mid-text, this campaign practically begs to be posted, tagged, and shared.
- It taps into universal truth. Everyone who’s eaten Cheetos gets it. And when marketing reflects reality in a way that makes people feel seen (and entertained), it wins.
What other brands and entrepreneurs can learn
Cheetos didn’t just sell snacks with this campaign—they created a story people wanted to be part of. That’s the gold standard for modern marketing. Here’s what brands (big or small) can learn from their playbook:
1. Lean into your quirks
Instead of hiding imperfections, celebrate them. Cheetos turned messy fingers into a signature brand trait. What’s something unique about your product or service? Even if it seems unconventional, find a way to make it your strength.
2. Create experiences, not just ads
Cheetos didn’t stop at a few clever commercials—they gave people something to play with. Whether it’s a downloadable font, a social media challenge, or an interactive element, think about how your brand can invite participation.
3. Be authentic and relatable
The “Other Hand” campaign works because it’s rooted in a universal experience. Consumers can spot forced, inauthentic marketing a mile away. Be real. Be fun. Own what makes you different.
4. Make it easy to share
Cheetos made it effortless (and fun) for fans to spread the campaign organically. If you’re working on your own marketing strategy, ask yourself: how can you create something your audience actually wants to share?
A new kind of marketing
The “Other Hand” campaign is proof that the best marketing doesn’t have to be polished—it just has to be real. By embracing imperfection and turning it into an interactive experience, Cheetos has shown us that creativity wins over convention every time.
So, what’s your brand’s “Cheetle”? What’s the one thing that makes you stand out, even if it’s a little messy or unconventional? If you can find a way to celebrate it like Cheetos did, you’re already on the path to marketing gold.
FAQ’s
1. How can brands turn quirks into strengths?
Highlight what makes your product unique, even if it’s imperfect. People love relatable, real stories.
2. Why are interactive campaigns so effective?
They get people involved! When customers engage directly with your brand, they’re more likely to connect and share.
3. How does authenticity build loyalty?
Being real makes your brand relatable. When people trust you, they’ll keep coming back and spread the word.