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Hands-free technology is one of the fastest-growing industries in the world, with multi-billion-dollar investments from companies like Apple, Tesla, Amazon and Nike. It’s everywhere: from self-driving cars to voice assistants--and even hands-free shoes.

And whether these companies know it or not, every single one of these hands-free innovations allow our fans to live their lives whilst their hands are covered in Cheetle (a.k.a. Cheetos dust). Which made us wonder: What if Cheetos was the inspiration behind all hands-free tech? And furthermore, what if we could take credit for it?

So that’s exactly what we did. Through an integrated campaign, we showed the world how Cheetos has been influencing technology throughout the years. And then Cheetos started showing up wherever and whenever people were thinking about hands-free tech.