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• Frito-Lay, the snack division of PepsiCo, purchased a 30-second ad spot for Cheetos during Super Bowl XLIII. Chester the Cheetah's Super Bowl debut was played in the first half of the game.

  The Cheetos Super Bowl commercial targeted adult consumers as part the repositioning of the brand that began in 2008. The company admits the product has been traditionally viewed as a kids' snack but claims that more than 60 percent of Cheetos fans are over the age of 18.AdWeek: Cheetos Joins Super Bowl Ad Parade (January 29, 2009)

• Fast Facts

  1. Super Bowl XLIII aired: February 1, 2009 at 6 p.m. ET/ 3 p.m. PT
  2. Network: NBC
  3. Game will be played at Raymond James Stadium in Tampa, Florida
  4. Pittsburgh Steelers vs Arizona Cardinals
  5. Each 30 second commercial spot came with an estimated $3 million price tagVariety: Super Bowl Push (January 8, 2009)
  6. Approximately 100 million viewers were expected watch the 2009 Super BowlVariety: Super Bowl Push (January 8, 2009)
  7. The commercial was created by Omnicom Group's Goodby, Silverstein & Partners
  8. Cheetos is part of the snack division of Frito-Lay, which is owned by PepsiCo
  9. According to NPD Group, "chip consumption increases by 46 percent on Super Bowl Sunday compared to other Sundays during the year"AdWeek: Cheetos Joins Super Bowl Ad Parade (January 29, 2009)
  10. Cheetos spent $13 million in the first 11 months of 2008 on U.S. traditional media outlay but only $8 million for all of 2007AdWeek: Cheetos Joins Super Bowl Ad Parade (January 29, 2009)

• Commercial Synopsis

  • "Continuing with their subversive ad themes, the Cheetos Super Bowl XLIII commercial features a loud woman talking on her cell phone. When another women sitting near her gets annoyed, Chester urges her to scatter Cheetos on the floor. Then, a flock of pigeons gathers to eat the Cheetos and attacks the cell phone talker. When one of the pigeons lands on Chester's shoulder, he asks it to, "Give Daddy a kiss". The bird gives him a peck and consumers are told to "Let loose at cheetos.com""—AdAgeAdWeek: Cheetos Joins Super Bowl Ad Parade (January 29, 2009)

  
  

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