FOR IMMEDIATE RELEASE

PepsiCo Unveils Revolutionary Cheetos Redesign

In response to new regulations in Mexico, PepsiCo's Global Design Team, in collaboration with PepsiCo Marketing (Mexico), embarked on a groundbreaking redesign of Cheetos packaging. The redesign, initiated, completed, and launched in 2020, aimed to maintain the brand essence while complying with the new regulations.

The redesign posed significant challenges, particularly in replacing the iconic Chester mascot, which had been an integral part of the brand for 30 years. The team had to find a way to keep the voice of the brand alive without its spokesperson and maintain the mischievous and fun positioning of the brand.

Utilizing flexo printing over foil substrate, the new packaging features a versatile brand mark, the Big Letter C, representing the essence of the brand. The design underwent extensive consumer studies to ensure its appeal and effectiveness before being introduced to the market.

The innovative redesign received the prestigious Silver A' Design Award in 2021, recognizing its outstanding expertise, innovation, and remarkable level of excellence. The new packaging successfully captures the playful essence of Cheetos, introducing a contemporary and playful attitude while honoring the brand's heritage.

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