Can't Touch This
Award: Wood Pencil
Wood Pencil / PR / Use of Digital & Social Media / 2020
Award: Shortlist
Shortlist / Sound Design & Use of Music / Existing Music
Cheetos was launching its biggest innovation in years: Cheetos Popcorn, which is popcorn covered in the brand’s iconic, cheesy, orange dust (now known as Cheetle). The problem: while it tastes great, not everyone sees this dust as a good thing. It’s messy and gets all over hands and everything else. But rather than dwelling on the negative, Cheetos decided to make this a strength of the product launch by turning cheesy, messy hands into a superpower. It introduced this concept through a campaign that gave MC Hammer’s iconic track U Cant Touch This new meaning on its 30th anniversary.