Cheetos only wants to work with Becky G’s fingertips

Cheetos has inked a new sponsorship with Becky G—but the deal is focused on one body part: her fingertips. In a new ad from Goodby Silverstein & Partners, a boardroom of executives pitch the fingertip sponsorship—a sponsortip?—idea to the Latina pop singer. After she happily accepts, Becky G is asked for a fan photo, but just with her fingers, which are covered in Cheetos dust—or what the brand refers to as “Cheetle.” The spot will run on national TV and digitally. The ad is the latest part of Cheetos’ Deja tu Huella campaign, which means “Leave your mark” and focuses on Hispanic customers. Also read: Becky G stars in new Walmart campaign “As the granddaughter of Mexican immigrants, born and raised in Inglewood, Becky G is no stranger to hardships and as a longtime advocate for the Hispanic community, she has proudly used her platform to champion and uplift other Latinas in the music industry,”said Flavia Simoes, senior director of marketing for PepsiCo-owned Cheetos, in a statement. “Cheetos is proud to spotlight her as part of this year’s campaign because she embodies the Deja tu Huella spirit.” It marks the second recent big brand deal involving Becky G (Rebecca Marie Gomez), who has 37 million Instagram followers. She is also starring in a Walmart campaign, released last week, that allows customers to buy items from celebrity shopping carts. As part of the Cheetos campaign, fans can enter for a chance to win tickets to Becky G’s tour this fall and meet her in person. To enter, they must make a TikTok video explaining how they are impacting their community and post it with the hashtags #DejatuHuellaTour and #entry. Becky G will also visit community college campuses in Miami, San Antonio and Los Angeles, where Cheetos will provide resume reviews and professional headshots, as well as encourage Hispanic students to apply for one of the PepsiCo Foundation’s 500 scholarships. Look back: Cheetos dust 'brought to life' in art exhibit Until now, the Deja tu Huella campaign has been carried by a partnership with Puerto Rican rapper Bad Bunny that began in 2020, when the rapper shot a commercial for the snack brand. See America's Hottest Brands 20 brands that are trending in 2023 Click here The next year, Cheetos again partnered with Bad Bunny and Adidas for a limited-edition clothing line. That partnership also kicked off a TikTok challenge where students could submit a 60-second video showing how they are “leaving their mark” on their community or the world. Ten students were awarded $50,000 that can go towards their education. Frito-Lay North America reported 1% volume growth in the second quarter, according to PepsiCo’s earnings report. The company said that Doritos and Ruffles saw double-digit revenue growth and that the brand has been expanding Cheetos' “Flamin’ Hot” flavor to other snacks. The variety has gained attention recently from the “Flamin' Hot” movie, which portrays how a Frito-Lay janitor helped create the variety. It was directed by Eva Longoria and released in June.

Cheetos only wants to work with Becky G’s fingertips

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