The Cheetos Crunch Pop Mix commercial would mark Cheetos’ second straight year of launching an ad in the big game. In a 30 second spot starring Ashton Kutcher, Cheetos teases his Super Bowl ad. Thursday’s teaser shows the actor staring at the contents of an envelope: some fuzzy images of proof and a bag of Cheetos Crunch Pop Mix.
It seems that the wife of Kutcher, Mila Kunis, maybe the woman in the mysterious images. Only Kutcher’s role in the Super Bowl spot was disclosed by Cheetos, adding that “more talent” will be disclosed. Other specifics remain behind wraps, such as the agency, director, duration, and when it will run during the Super Bowl.
Last year, Cheetos launched Cheetos Popcorn in a Super Bowl advertisement featuring MC Hammer. Now, in the item being hyped in this year’s Super Bowl spot: Cheetos Crunch Pop Mix, the popcorn from that snack shares a bag with Cheetos Crunchy.
Snacks had a good year in 2020 when, due to the pandemic, individuals spent more time at home. “It is important for 37 percent of consumers to have enough snack food on hand during the pandemic,” the NPD Community announced this week. “The households of these consumers are more well-stocked on salty snacks and frozen sweets than other items.” And households with at least five packets of crackers or salty snacks eat those foods at higher rates than those at home with fewer such snacks, the research group says.
Cheetos is marketing the new product as being so delicious that people can want to snatch bites from a family member’s stash. Yeah, it’s a plot device, but to back it up, the brand presents details from a Morning Consult poll of 2,200 American adults. About 48% of adults confessed to stealing treats from friends or loved ones, according to Cheetos, with 25% of those who swipe snacks claiming they do so with some regularity.
If someone with the wrong fingerprints attempts to unlock the gadget to get into the package, Cheetos unveiled a limited-edition sensor that can connect to the bag, like a fancy chip clip, and sound an alarm.
A Super Bowl spot is also scheduled for Doritos, another big Frito-Lay brand. In a campaign featuring a slew of NFL stars that includes a spot scheduled to air just before the coin toss, Frito-Lay is also advertising its general lineup.
The Super Bowl commercial this year marks the latest installment of “It’s a Cheetos Thing,” the master brand campaign of Cheetos, which premiered during the game last year. PepsiCo’s Frito-Lay will, per the announcement, support the upcoming in-store, out-of-home (OOH), and digital activations of the campaign.