Customers were invited to upload photographs of Cheetos – no two of which are alike – they discover in packs and state which everyday objects, animals, famous buildings, etc. the figures remind them of. Those submitting ideas could win up to $60,000 and the chance to have their figures exhibited in the Cheetos museum.

Diego Livachoff: “It’s one of those ideas that you wish was yours! Simple, fun, makes people participate, it’s viral … what else can we ask for? I love the way they thought in the details, making the idea real in every way, online and offline. When you play with the brand, it is because you already went through the most difficult obstacles between a customer and the product. This is a good example of that.”