In its latest installment of tongue-in-cheek product extensions, Cheetos is promoting a line of spring “fashions” designed to make it easier to eat the messy orange snack.
The Frito-Lay brand began creating social buzz last Halloween when it offered a Chester Cheetah stuffed animal and a book of pranks for $29.99 on Amazon. The limited offer sold out within a few days.
For the holiday season, it expanded to an online Cheetos Store selling gaudy black-and-orange clothing, accessories and furnishings.
For the new promotion, Cheetos partnered with Betabrand, a San Francisco-based online clothing community featuring co-designed, crowd-funded items.
Betabrand is featuring (but not, at least for now, selling) mock-ups or designs of a selection of Cheetos-inspired clothing and accessories.
The prizes are very limited numbers of each clothing item —anywhere from 5 to 15, according to the sweeps rules, which also state that Cheetos may substitute prizes of equal or greater value if any of the promoted prizes are unavailable at the time of the drawing.
Blogs (including HollywoodLife.com) are encouraging readers to vote for the Cheetos spring line item that they like best and share it on social, with the promise that they’ll be able to get a 30% discount off the price of that item if the vote results in the item becoming a crowdfunded, in-production project.
The spring-themed Cheetos items concepts designs displayed on Betabrand.com include gloves, pocket squares, hats, parasols, ascots, suspenders, shoulder pads and other items with secret hiding places for Cheetos.
Other apparel designs, including pants with attached napkin panels (“lapkins,” in video below), gloves and pocket squares, offer built-in means to clean orange Cheetos dust from one’s fingers.
The brand is also offering two popular seasonal flavors, Sweetos Cinnamon Sugar Puffs and Sweetos Caramel Puffs.
Those are featured in the promotions for another spring push: a “Chester’s Eggstreme Egg Hunt.” Fans can enter that sweeps by inputting a code off of a Cheetos bag, or by designing a virtual egg on the contest site. Prizes include cash, trips, vacation items like tents and cameras and games and toys.