TEACH ME HOW TO CURL

CHEETOS

CHALLENGE: How does Cheetos show up during the world’s biggest sporting moment without paying for a seat at the table?

IDEA: We found an unexpected way in: USA Curling. An under-appreciated sport that took itself seriously but was a little quirky. A sport rooted in the idea of a curl, which we, as the experts in (cheese) curls, knew a little something about.

Our target, however, had little to no knowledge of the sport. So to get their attention and educate them about curling, we tapped into their passion points - music and social media - and developed an unexpected campaign that brought the two together.

EXECUTION: By collaborating with creators and leveraging music-driven content, we reframed curling as something to watch, share, and talk about—not just understand.

RECOGNITION
Cannes Lions — Shortlist, Entertainment (Sports, Digital & Social)
Pro Awards — Platinum; Gold (Video, Content Marketing, Digital/Social)
Reggie Awards — Gold (Content Marketing, National Consumer Campaign, Partnerships, Influencer Marketing, New Product Launch)