Changing the Future of Typefaces
When it comes to snack brands, few are as synonymous with fun and boldness as Cheetos. Over the years, the brand has built a reputation for pushing boundaries, not only with its cheesy, crunchy snacks but also with its unique marketing campaigns. One of the efforts has been Cheetos’ “Other Hand” campaign.
Launched in 2020, the “Other Hand” campaign was an innovative, playful, and slightly mischievous marketing stunt that was as quirky as it was memorable. Encouraging people to eat Cheetos with their non-dominant hand. Why? Because the sticky orange residue that comes from eating Cheetos can be a challenge to clean off, especially if you're using your dominant hand to do everything else. The campaign’s tagline, “Get your other hand dirty,” embraced this messy, cheesy fun and celebrated the carefree enjoyment of eating Cheetos.
The Concept: A New Way to Snack
The “Other Hand” campaign relied on humor and relatability, acknowledging a common struggle that Cheetos lovers know all too well, getting your fingers covered in that signature orange powder. But instead of focusing on the inconvenience, Cheetos turned it into a part of the experience, urging people to embrace the mess and eat with their non-dominant hand.
The idea was that by eating with the other hand, you wouldn’t risk making a mess on your phone, keyboard, or favorite shirt. The campaign played with the idea of flipping expectations and inviting consumers to experience Cheetos in a new, unexpected way.
The Digital Push
In addition to traditional advertising, the campaign leaned heavily on digital content, using social media platforms to amplify its message. Cheetos invited fans to share their own “Other Hand” moments, showing off how they were navigating the snack challenge. Influencers and celebrities were also recruited to participate, sharing videos of themselves eating with their non-dominant hands and engaging with their audiences in a fun, playful manner.
The campaign’s interactive nature helped it gain traction, allowing fans to feel like they were part of a larger community of Cheetos lovers all in on the same joke. It wasn’t just a campaign—it was a cultural moment, tapping into the power of social media and viral trends.
Why It Worked
What made Cheetos’ “Other Hand” campaign so successful was its ability to embrace the quirkiness and enjoyment of eating snacks without taking itself too seriously. It connected with consumers on a personal level, recognizing the messiness of real life and turning it into something fun and laugh-out-loud relatable.
Additionally, the campaign tapped into the brand’s long-established identity as a playful and mischievous snack company. Cheetos has always marketed itself as a snack that doesn’t mind getting a little messy—and the “Other Hand” campaign brought that spirit to life in a way that resonated with both longtime fans and newer, younger audiences.
The Legacy of the “Other Hand” Campaign
Cheetos’ “Other Hand” campaign didn’t just sell snacks—it sold a feeling. It was about breaking free from the perfectionism of everyday life and embracing a little bit of messiness and chaos, all while enjoying something delicious. It also opened the door for future campaigns that could continue to celebrate the cheeky and carefree nature of Cheetos.
While we don’t know what the next big Cheetos campaign will be, we do know that the brand has mastered the art of creative, fun, and interactive marketing. The “Other Hand” campaign will likely go down as one of its most memorable and effective pushes, blending humor, social media engagement, and just the right amount of cheesy mischief to create an unforgettable experience for consumers.
Typeface
Cheetos is now embracing this campaign by creating a typeface that is able to be downloaded from the Cheetos website. On the website you can find a video with Rich Silverstein and Ryan Self talking about the process of creating this typeface. Self actually describes this as “perfection in design.” While Self and Silverstein may be the biggest fans of this typeface, it has received a lot of bad reputation, with many designers saying it is an insult. This marketing tactic is golden. Although they are selling a snack, they have found a way to resonate with all consumers, Cheetle. Cheetle is what people at Cheetos call the orange dust that seemingly takes over your dominate hand while enjoying their product. There is no way to avoid Cheetle on your hands, and this was the most appropriate way to connect with their customers.
