Cheetos is teaming up with singer Bad Bunny for a campaign meant to inspire creativity that leans on the phrase “deja tu huella,” or "leave your mark."
The Frito-Lay snack brand is kicking off a months-long effort to engage with its Hispanic fan base through music, fashion and other forms of entertainment. Cheetos teased the collaboration with the singer on Tuesday by releasing an image of Bad Bunny alongside spokescharacter Chester Cheetah.
News of a partnership had already been trending among Bad Bunny fans after the Puerto Rican music star was spotted in the Boyle Heights neighborhood of Los Angeles on Oct. 23, clutching a bag of Flamin’ Hot Cheetos as he was being filmed. Buzz about the shoot spread on social media and garnered coverage by outlets including the Los Angeles Times.
“His star is on the rise right now,” says Marissa Solis, senior VP of marketing at Frito-Lay North America. “He’s one of those people who leaves his mark on anything he does.”
And, she says, he is a fan of Flamin’ Hot Cheetos—and ate a lot of them on set.
Cheetos tweeted its own reference to the shoot on Friday after Bad Bunny had left the crowded area.