Chester on the Dresser

illustrated book, video, website, social, toy

We turned Halloween mischief into a month-long Cheetos ritual.

CHALLENGE: How does Cheetos win during Halloween—a season dominated by candy—while staying true to its mischievous brand DNA?

INSIGHT: Halloween isn’t just about candy—it’s about mischief. And no brand owns mischief quite like Cheetos.

IDEA: We hijacked a beloved holiday tradition—reimagining it through the lens of Cheetos mischief. Introducing “Chester on the Dresser”—an 18-inch interactive toy inspired by Chester Cheetah that encouraged playful chaos throughout the month of October.

EXECUTION: Paired with a custom illustrated book featuring 31 mischievous pranks, the experience turned every day leading up to Halloween into a new opportunity for playful disruption. By transforming a passive tradition into an active, brand-led ritual, Cheetos extended its presence from a single day into a month-long cultural moment.