Dive Brief: 

• Cheetos has launched a campaign celebrating consumers who eat the cheesy Frito-Lay snack with their dominant hand and therefore must use their non-dominant hand to complete other activities, per a press release.
• The effort, titled “Other Hand,” features Denver Nuggets point guard Jamal Murray, who stars in a new ad. Murray teased the effort by using his non-dominant hand for high-fives — and failing to land them — during games, among other instances on- and off-court. 
• The campaign includes five spots and various out-of-home activations and stunts that portray moments where people ditched precision to continue eating Cheetos with their dominant hand.

Dive Insight: 

Cheetos is cheering consumers who have devoted their dominant hand to enjoying its cheesy snack only for their hand to become unusable while covered in a dust that the brand calls “Cheetle.” The Frito-Lay marketer claims 99% of people eat Cheetos with their dominant hand, calling into question what can (or can’t) be achieved with the “other hand.” 

To kick off the campaign, Cheetos partnered with Murray to put his non-dominant hand to the test. In a new ad, the NBA athlete is seen attempting and failing to land high-fives with his left hand before stumbling through other activities with his non-dominant hand, like tying his shoes or removing his warm-up gear. 

Cheetos is showcasing other over-the-top fails experienced when people rely on the “other hand” with digital advertisements. Among the flubs chronicled are a baker messing up a birthday cake, sports fans missing high-fives, a plastic surgeon mishap, an artist creating a misshapen sketch and a football player who fails to complete a decent pass. 

“Cheetos fans everywhere know the feeling when they need to get things done but their fingers are covered in that beloved orange Cheetle dust,” said Tina Mahal, senior vice president of marketing, PepsiCo Foods North America, in a statement. “We’re showing the world that it’s okay to use your Other Hand and embrace the mess.”

The brand took to the streets for various OOH activations that further the campaign’s message. Creative spotlights everyday people, like copywriters or drivers, who choose to use their non-dominant hand for tasks while enjoying Cheetos, even if things get messy. Elements include a New York Times ad riddled with grammatical errors and a wonky parking job in New York City. Consumers can share their takes on the campaign on social media using the hashtag #CheetosOtherHand.

“Other Hand” joins other playful marketing stunts by Cheetos, including the creation of a novelty kitchen gadget intended to blend up a handful of Cheetos into Cheetle and a partnership with hip-hop lifestyle brand Rock The Bells for original art pieces made from the orange dust. Last year, Frito-Lay promoted its Flamin’ Hot Flavor, which is offered by brands including Cheetos, by teaming with rapper Megan Thee Stallion for a campaign around the fictitious Flamin’ Hot University.