Artists have often been the face of a brand, but Cheetos, famous for its iconic orange Cheetle dust, is launching its latest Deja tu Huella campaign by doing something no other brand has done – sponsoring a musician’s fingertips.
For years, Cheetos has celebrated Hispanic culture’s impact on society and empowered the community with Deja tu Huella, its ongoing campaign inspired by the rally cry that translates to “leave your mark.”
To kick off the program’s fourth iteration, Cheetos is launching the world’s first fingertip sponsorship with global superstar Becky G in hopes of inspiring others to leave their mark on everything they touch.
As a longtime advocate for the Hispanic community, Becky G is joining the cause to support and celebrate the next generation of Hispanic students via scholarships provided by the PepsiCo Foundation, a community college tour, and a nationwide TikTok challenge.
In a TV commercial, Cheetos demonstrates how Becky G’s Cheetle-covered fingertips can empower members of the Hispanic community to chase their dreams as she did.
Championing Future Leaders With Uplift Scholarships
To support the Hispanic community, the PepsiCo Foundation, in partnership with Cheetos, will award 500 Uplift Scholarships this year to students across 12 different community colleges classified as Hispanic-Serving Institutions (HSIs).
In the next three years, the PepsiCo Foundation plans to award more than 2,000 additional scholarships as part of its ongoing partnership with Cheetos.
The Uplift Scholarships provided by the PepsiCo Foundation will not only fund tuition-related costs but also provide support services, including access to emergency grants that would keep students from having to pause schooling, financial management webinars, and opportunities for mentorship with PepsiCo leadership and associates.
Some scholars will also receive support for additional resources such as transportation, housing, and food assistance that will allow them to break past barriers that may hinder their pursuit of education.
How the Hispanic Community Can Get Involved
To encourage students to apply for the PepsiCo Foundation’s Uplift Scholarships, Cheetos is launching the Deja tu Huella Tour, hosting events at community colleges across the country surrounding National Hispanic Heritage Month.
With stops in Miami, San Antonio and Becky G’s hometown of Los Angeles, the Deja tu Huella Tour will reach three community college systems with a collective population of more than 400,000 students.
At each college campus, Cheetos will celebrate Hispanic students and provide them with valuable resources intended to support their future career growth, including resume reviews, professional headshots, mentorship opportunities and motivational speakers.
Because Cheetos always brings fun, the tour will also feature music, delicious food, photo opportunities and more.
In addition to supporting students at the three Deja tu Huella Tour stops, Cheetos and Becky G are calling on fans nationwide to share how they leave their mark for a chance to win tickets to Becky G’s first-ever headlining tour this fall and meet-and-greets with the superstar herself.
To enter, fans can use their Cheetle-covered fingertips to record and submit a TikTok video with #DejatuHuellaTour and #entry showing five ways – one for each fingertip – they’re leaving their mark on their community.
For more information on the Deja tu Huella program including the Uplift Scholarships, Deja tu Huella Tour and TikTok challenge, please visit Cheetos.com/DejatuHuella.