ABOUT

In July 2021, Cheetos, adidas and global megastar Bad Bunny were about to drop an exclusive fashion line - The Cheetos® x Bad Bunny Collection by adidas. But in a time when bots and resellers are always ready to snatch every single item available on the internet in a matter of seconds, Cheetos wanted to make sure that the new collection fell into the hands of its true fans. Turns out the answer we were looking for was right at the fans’ fingertips. Literally. Everybody who has eaten Cheetos knows how they leave that delicious orange dust—which Cheetos officially named Cheetle®—on the fingers. So we created our own real-Cheetos-fan detector by developing a technology that recognized Cheetle on people’s fingers. To get access to the new collection, all fans needed to do was show their Cheetle-covered hands to the camera of any device—something shopping bots simply can’t do. With 3.93 billion PR impressions, the innovation helped thousands of Cheetos fans - and only Cheetos fans - get their Cheetle-covered hands on our fashion collection. Based on the initial success, Cheetos will be rolling out CheetleiD for future fashion collaborations, new product drops and even exclusive access to live events.