Movie stars are often the face of a brand … unless that brand is Cheetos.
The Cheetos brand, famous for its orange Cheetle dust, is launching a new campaign titled Sponsortips and doing something no other brand has done before – sponsoring a movie star’s fingertips. Yes, you read that right. Fingertips.
Whether you’re eating Cheetos Puffs, Cheetos Crunchy or Cheetos Popcorn, any Cheetos fan knows that you can’t enjoy the cheesy snack without getting your fingers covered with the iconic orange dust.
It’s such an integral part of the snacking experience, that Cheetle is officially defined on Dictionary.com as “the brand name for the powdery residue that gets on your fingertips while eating the savoury cheese snack, Cheetos.”
In the brand’s continued mission to make Cheetle part of Canadian vernacular, Cheetos is now turning a typical celebrity sponsorship on its head (or fingertips, we should say). In a mischievous hack on celebrity culture that only the Cheetos brand could pull off, Cheetos has sponsored Canadian superstar Simu Liu’s fingertips.
To Cheetos, Liu perfectly embodies the brand. He’s got impeccable comedic timing, an amazing sense of humour, and most importantly, he’s got great hands.
Sponsortips is the latest program from Cheetos that pays homage to Cheetle dust – but it’s not the first. In 2022, the orange dust received international media attention when the brand placed a giant statue of Cheetle-covered fingers in the similarly sounding town Cheadle, AB.
The response was overwhelming — Canadians even travelled across the country to visit the statue, proving the lengths fans will go to celebrate their love of the brand and its iconic orange dust. This year, the Cheetos Sponsortips campaign is taking it up a notch – it’s putting Cheetle front and centre on the fingers of one of Canada’s biggest stars.
Curious to know what a fingertip sponsorship entails and how Simu fares as a hand model? Head to www.CheetosSponsortips.ca to find out more.