Cheetos returns to Super Bowl with Ashton Kutcher

(Jessica Velle writes about her fave food – Cheetos)

When my editor asked me to write an article about a Super Bowl spot, I kinda was like, “Whaaaat? Why?” I hate the Super Bowl. Can’t I just binge Friends on HBO Max? Then he told me it was a spot created for Cheetos by Goodby, Silverstein and Partners.

A bag of Flamin’ Hot Cheetos is a food group for me. Squeeze some lime and drizzle Tapatio on top, that is Jessica’s jam. When I have a healthy salad, a bowl of FLC is my side dish of choice.

So now, I have no problem writing about my first Super Bowl ad.

The brand reclaimed its iconic Super Bowl status last year with the hilarious spot starring MC Hammer. Now Cheetos is back this year for the launch newly released Cheetos® Crunch Pop Mix.

This year’s Super Bowl campaign is the next chapter of the masterbrand campaign, “It’s a Cheetos Thing,” which debuted at Super Bowl LIV. “It’s a Cheetos Thing,” is a point of view, a way of life — and an unspoken bond you share with anyone whose fingers are constantly orange. It’s a break from the everyday, or a momentary pause on adulthood.

The in-game TVC will feature the dangerously cheesy snack mix: a blend of two fan favorites — traditional Cheetos Crunchy and the immensely popular Cheetos Popcorn introduced during last year’s Super Bowl LIV.

Today, we can get a tease of the ad that features actor, venture capitalist and philanthropist Ashton Kutcher, who discovers some potentially damaging and shocking evidence — mysteriously tied to Cheetos Crunch Pop Mix. Watch below:

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“Following the success of Cheetos’ big return to the Super Bowl last year with our biggest innovation in a decade in Cheetos Popcorn, we had to dial up both our product and Super Bowl campaigns this time around,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America.

She adds, “I humbly believe we’ve accomplished that with new Crunch Pop Mix, bringing fans their two most beloved flavors in Cheetos Popcorn with Crunchy. And we’re bringing it to the biggest stage with the help of the multi-talented Ashton Kutcher, who we’re thrilled and honored to work with.”

What will Ashton do with this Cheetle-coated evidence? And what other celebrity star power will he bring into his dramatic — yet mischievous — story?

And what is this Cheetos Crunch Pop Mix?

Cheetos tells us the snack, which combines Cheetos Popcorn and traditional Cheetos Crunchy, is sure to be the most coveted snack this game day. In fact, the excitement surrounding the new snack mix has inspired Chester Cheetah to issue a mock advisory warning that the new product is so tantalizingly delicious, fans are likely to sneak a few bites from another family member’s stash.

Chester even rolled out a survey to back his theory: According to a recent consumer survey, nearly half of Americans (48%) admit to sneaking snacks from friends or loved ones, and among those, one in four (25%) even admit to doing it with some regularity. I’m looking at my roommate right now.

Cheetos Crunch Pop Mix

Combining the two beloved products, Popcorn and traditional Crunchy, the Crunch Pop Mix creates a new, one-of-a-kind Cheetle-infused snacking experience.

Cheetos® Returns to the Super Bowl Stage with Mysterious (or Mischievous?) Commercial Starring Ashton Kutcher

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The snack also ties into recent food and snack mashup trends that emerged during 2020, including the infusion of snack mixes into mealtime occasions and Cheetos recipe searches skyrocketing 190%.

This led to other innovations and campaigns such as Cheetos Mac ‘n Cheese, a cookbook and even a new PepsiCo Foods North America recipe hub,

The campaign will continue to be supported through all of the primary channels, including this year’s Super Bowl TVC; in-store; out-of-home; and digital.

The mix is now available in a 7 oz bag for $3.99 SRP and 2.25 oz bag for $1.89 SRP at retailers nationwide.

Putting on a mask and going out right now to try it.

SOURCE: Cheetos

Jessica Velle reports on entertainment, politics, social media and stories relevant to the Latinx community. She can be reached at