Global: Cheetos invites fans to be art curators

PepsiCo Frito-Lay brand Cheetos is nearing the end of its search for 'Cheetos art pieces', a campaign that has seen the brand encouraging consumers to create art masterpieces from the shapes found in a Cheetos bag.

Cheetos Museum: showcasing works of art from the brand
Cheetos Museum: showcasing works of art from the brand

The ten best shapes will be featured in the ultimate Cheetos art collection in an official online museum, and will also win up to $150,000 in prize money, as well as being immortalised in a real-life exhibit to held later this year.

Ten weekly winners are being judged based on visual interest, buzzworthy and creativity. The Cheetos brand will then source votes from fans to determine the grand prize-winning shape from the four weekly winners with the highest scores. The fan whose submission has the most votes will be unveiled as the pièce de résistance of the Cheetos Museum exhibit and be awarded an additional $50,000 as the grand prize winner.  

The competition, which kicked off at the end of May and runs until mid-August, aims to celebrate the fact that each 'Cheeto' has a unique shape, which can be interpreted in different ways.

Jeannie Cho, vice president of marketing at Frito-Lay said: "Since their inception, Cheetos snacks have captivated consumers with their whimsical shapes and uncanny resemblances to landmarks, animals, objects and even deities. We have seen people share, tell stories, and even sell them online— now we have an official Cheetos Museum to celebrate the creativity out there, and we want to fill it with your imagination."

Since its launch, the Cheetos Museum has already had over 15,000 Cheetos fans turned art curators submit the shapes they've found in their Cheetos bags. 

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PepsiCo was among several brands that unveiled a concept store at Milan Design Week earlier this year. 


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