Cheetos is known for the iconic orange dust that gets all over your fingertips (a.k.a. Cheetle). So we hired Hollywood's actor Simu Liu and sponsored his fingertips. Yes, just his fingertips.

His digits were featured in TV, OOH, and on the cover of Hello! magazine. There were even paparazzi photos that were "leaked" of Simu out in public with his orange fingertips.

We even got him to sit courtside at an NBA game, And when the cameras featured him on the jumbotron, he flashed his famous fingers for the whole stadium (and everyone on TV) to see. Sales of Cheetos Crunchy increased by 24% during the campaign. It won a Silver Clio, shortlisted at D&AD and ADC, and was part of a 5 year "Cheetle" campaign that also won a Silver Cannes Lion.