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Through a combination of social listening and qualitative research, we discovered a fascinating fact: 99% of people eat Cheetos with their dominant hand.

For most brands, this wouldn’t mean much. But for Cheetos — which covers your fingers in the brand’s iconic orange dust — it means that they’re forced to do everything else with their non-dominant hand.

As part of a fully-integrated campaign, we launched a limited-edition bag that was fully developed with the designer’s “Other Hand.”