We needed to treat this revolutionary new product with the respect and dignity it clearly almost deserves by giving it the ridiculously over-the-top launch one would expect for an innovative car or piece of high-end technology. With their incredible egg-like design, lightweight structure and breakthrough flavor, Sweetos are the giant leap forward the world has been waiting for.

The No Features pre-roll video that launched through the Cheetos social channels parodies the naturally lit montages of human moments that we see in tech spots, highlighting the fact that Sweetos have no technological features whatsoever, just great taste.

Our job was to create engaging content aimed at driving awareness throughout the campaign, and No Features delivered. Between Facebook and Twitter, we reached 9,402,360 people and 1,487,051 video views; and an additional 1,485,807 views were garnered on YouTube through pre-roll before Easter.

From a sales perspective, this was the best Easter in the brand’s history, with a 8% increase in dollar sales across the core Cheetos products excluding Sweetos in the four weeks leading up to Easter.