A movie made for families is a natural partner for a product made for family fun. What better way to unite Chester with a few yellow guys, who are known for reeking a little havoc wherever they go?

One of the key targets for Cheetos is Hispanic families, and the movie Book of Life was a great way to get their attention while still connecting with the mainstream.

Chester Cheetah partnered with the perfectly mischievous Anne Burrel to create a pop up restaurant in the middle of Manhattan. The menu featured Cheetos as the main ingredient in every course — even dessert. It was so popular there were thousands left on the waiting list.

When it comes to Lay’s flavors, everyone has an opinion. So in our third year of the Lay’s Do Us A Flavor program, we wanted our consumers to “pitch” us their new flavor ideas. As always, we needed to launch the new flavors in a timely and appetizing way.

You wouldn’t expect Chester Cheetah to bring you anything typical, and he was excited to introduce a product line that offered Cheeteau Perfume, cheetah print toilet paper, a high-end Cheetah inspired jewelry set and other fashionable items.