Fàdákà Ìdìpò · 2021
Cheetos Redesign Iṣẹ́ Àkọ́kọ́: Àpótí Oúnjẹ Ìpanu
- Àmì-ẹ̀yẹ Fàdákà A' Design Award 2021 in Ìdìpò
- CLIENT: PepsiCo International Mexico
- Estimated Number of Design Views: 34,777
- Verification code E8470601B1 · Verify this award
Colors
About Cheetos Redesign Iṣẹ́ Àkọ́kọ́: Àpótí Oúnjẹ Ìpanu
Àtúntò Cheetos jẹ́ àpẹẹrẹ àpótí oúnjẹ ìpanu tí a ṣẹ̀dá fún ilé-iṣẹ́ ìpanu àgbàdo kan ní Mexico. Àwọn òfin orílẹ̀-èdè tuntun ti fòfin de lílo àwọn àwòrán ẹ̀dá ènìyàn lórí àpótí, nítorí náà, wọ́n yọ àmì ìdánimọ̀ tí ó ti pẹ́ tó náà kúrò. Wọ́n dá lẹ́tà C ńlá kan sílẹ̀ gẹ́gẹ́ bí ohun àwòrán àárín gbùngbùn. Lẹ́tà náà jẹ́ ti tẹ̀wé, aláyọ̀ àti ọ̀tọ̀, ó sì ń ṣiṣẹ́ káàkiri gbogbo onírúurú adùn. A tún lè ṣàtúntò àpẹẹrẹ náà fún àwọn ọjà agbègbè. Àpótí kọ̀ọ̀kan ní ìbú 132.5 mm àti gíga 250 mm. Ìṣẹ̀dá náà ń lo ìtẹ̀wé flexographic lórí ohun èlò foil.
About the Àmì-ẹ̀yẹ Fàdákà A' Design Award
Cheetos Redesign Iṣẹ́ Àkọ́kọ́: Àpótí Oúnjẹ Ìpanu jẹ́ olùborí Àmì-ẹ̀yẹ Fàdákà A' Design Award, ìdánimọ̀ onípọ̀nlé lọ́nà àrà ọ̀tọ̀ tí a fún àwọn àwòṣe ìpele gíga jùlọ tó dára tó sì ń kan ọkàn. Àwọn olùborí Fàdákà jẹ́ àwọn iṣẹ́ tó ń tàn yòò gidigidi tó sì ní ìṣẹ̀dá púpọ̀ tí wọ́n ń ṣàfihàn ìmọ̀ ìjìnlẹ̀, ẹ̀bùn àti ìmọ̀ràn àwọn olùṣàwòṣe wọn. A retí pé Cheetos Redesign Iṣẹ́ Àkọ́kọ́: Àpótí Oúnjẹ Ìpanu yóò jẹ́ iṣẹ́ àgbàyanu, àpẹẹrẹ rere, ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun jinlẹ̀. Àwòṣe tó borí Àmì-ẹ̀yẹ Fàdákà A' Design Award yìí jẹ́ ohun ìmúṣẹ̀dá tó hàn gbangba gidigidi tí a mọrírì tó ń ṣe anfàní tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Cheetos Redesign Iṣẹ́ Àkọ́kọ́: Àpótí Oúnjẹ Ìpanu jẹ́ ẹ̀dá tí ọ̀pọ̀lọpọ̀ ń ṣe ìlara, tó ń jí ìfẹ́ inú, tó ń mú ìmọ̀lára rere wá tó sì ń jí ìyàlẹ́nu àti ìyanu.
Press Kit
- Unique Properties
- In 2020, new regulations were put in place by the Mexican government which meant PepsiCo had to walk away from its most recognizable brand asset. Chester. So, they thanked him for all the hard work and got to work themselves redesigning the brand from the ground up. By far their biggest challenge was that Chester is literally baked into the DNA of the brand. PepsiCo faced some tough questions. Like, how do you keep the voice of the brand alive without its spokesperson?
- Dimensions & Packaging
- width 132.5 mm x height 250 mm
- Tags
- Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
- Production Technology
- Flexo printing over foil substrate.
- Design Challenge
- By far their biggest challenge was that Chester is literally baked into the DNA of the brand. PepsiCo faced some tough questions. Like, how do you keep the voice of the brand alive without its spokesperson? How do you distinguish each flavor with their personality nuances without an actual personality? How do you keep the mischievous fun positioning of brand alive without the mischievous and fun Chester?
- Research
- Cheetos has a 40 year history in Mexico. 30 of those years Chester was Cheetos mascot. He has been one of the most loved and well known characters in all of Mexican culture. Mischievous. Fun. Undoubtedly, Chester was the most iconic asset for the Cheetos brand. But the new regulations ban characters from packaging and marketing.
To test and learn about the designs potential the PepsiCo research team evaluated the design through extensive accelerated Quantitative and Qualitative consumer studies, before they finally arrived at the amazing Pack Design that went to market. - Inspiration
- With a heavy heart PepsiCo gave Chester a retirement party. And then got to work on The Big Letter C. A new graphic asset, THE BIG Letter C, is an uplifting symbol that represents the essence of the brand. This C is a typographic element that is designed to be authentic and unique. It is mischievous. It is fun. It works across the flavor portfolio. And it can be localized. Additionally, for consumers, this design had outstanding results.
- Project Duration
- Mexico, initiated, completed, and launched in 2020
- Operation Flow
- From a marketing perspective, PepsiCo's brief was to revolutionize the Cheetos equity and packaging while maintaining the brand essence that they have nurtured over more than a decade. Basically, they had to replace something everyone has known and loved for the last 30 years with something new that they will love just as much.
- Image Credits
- All images are property of PepsiCo International
