Cheetos
Duster 2.0
In 2022, Amazon’s Brand Innovation Lab created the Cheetos Duster, a kitchen gadget that turns Cheetos into cheesy dust—known as "Cheetle"—for sprinkling on food. It sold out in under 2 hours, becoming the #1 Mixer/Blender on Black Friday. In 2023, we took it even further with the Cheetos Duster 2.0 campaign—bigger, better, and dustier than ever. The campaign spanned a custom brand store page, cryptic Amazon Box deliveries, an Alexa experience narrated by Chester Cheetah, a Fire TV hub, and an Amazon Live cooking session with chef Salt Hank, all designed to make Cheetos fans go, “Dust yeah!”
Custom Brand Page
Module 1
Grab your very own Cheetos Duster before it sells out… again!
Module 2
Watch our intentionally cheesy infomercial and see the Duster in action.
Module 3
Learn what the actual definition of “Cheetle” is.
Module 4
A headline treatment inspired by the cheesy goodness of Web 1.0.
Module 5
Hear from totally real “customers” whose lives have been forever changed by the Duster.
Module 6
A headline treatment inspired by the cheesy goodness of Web 1.0.
Module 7
Animated demo showing the Duster turning Cheetos into Cheetle—like magic!
Module 8
Order more Cheetos—trust us, you’re going to want to dust everything.
Module 9
A very long list of everything Cheetle can go on.
Module 10
A headline treatment inspired by the cheesy goodness of Web 1.0.
Module 11
Learn how to cook and get inspired with easy recipes that taste even better with a little Cheetle.
Module 12
Ask Alexa for recipes, tips, or just some cheesy banter with Chester Cheetah.
Module 13
Relive the Amazon Live show, Cheetos Dust-Apalooza!
Module 14
Chester Cheetah, signing off!
Amazon BoxES
To announce the new Cheetos Duster, we transformed and delivered Amazon Boxes designed as mysteriously cheesy packages to consumers' doors.
Infomercials
Recipe Videos
Alexa
We created a Branded Experience where Alexa and Chester Cheetah teamed up to dish out Cheetle-topped recipe ideas. After asking users a few questions about their cravings, Chester provided a playful recipe synopsis, ending with a CTA to receive the full recipe via text and add the Duster to their cart.
Amazon Live
We brought the Cheetos Duster 2.0 to life with Cheetos Dust-apalooza, a QVC-style Amazon Live cooking session hosted by chef Salt Hank. Viewers tuned in to watch as he mischievously crafted mouthwatering Cheetle-topped recipes, showcasing the Duster’s versatility. Fans could shop the Duster live, add featured products directly to their carts, and even enjoy fun Easter eggs like calling 1-800-CHEETLE for a special message from Chester. After the event, highlights were featured on the Brand Store Page, with the full livestream available in the Amazon Live hub.
Results
Sales Impact: The campaign drove 9,766 Duster sales, making it the 4th best-selling Cheetos item on Amazon, with 7% of Duster purchasers also buying Cheetos snacks.
Brand Engagement: Generated over 2.6 million views on the Duster Custom Landing Page and 500,060 product detail page views, the highest of any Frito Lay product during the campaign.
Brand Lift: Achieved a +3.7% lift in ad recall and a +4.3% lift in purchase intent among Gen Z and Millennial audiences.
Recipe Integration: Saw a +6.1% increase in recipe association and a +7.1% rise in recipe usage among 18-34-year-olds, demonstrating successful extension of Cheetos usage from snack to recipe ingredient.
Team
Senior Creative Lead: Eddie Camacho
Creative Director: Sarah Betts
Senior Copywriter: Seth Mollerup
Art Director: Kay Beck
Copywriter: Palak Kapadia
Design Director: Joseph Dasaro
Design Technologist: Alec Kunkel
Interactive Designer: Cyndi Walker