Cheetos at Coachella

The Ask

Introduce Gen-Z “intense flavor seekers” to the all-new Cheetos Flamin’ Hot Tangy Chili Fusion flavor — ultimately driving awareness, trial, and brand engagement.

The Insight

Whether it’s their taste, aesthetic, personality, or identity, Gen-Z has embraced complexity and nuance like never before.

The Solution

BDG’s experiential team brought Cheetos’ #BeyondHot messaging to life via a custom NYLON House x Coachella activation: The Cheeto-verse. Part art installation, part soundscape, and part tasting room, The Cheeto-verse invited guests to journey through a tunnel where mystery hands, furry walls and carpet, and oversized Cheetos immersed them into a world of Flamin’ Hot flavor.

Partygoers shared their hottest secrets, listened to a fire anthem by rapper MIMS, and tasted the new Cheetos Flamin’ Hot Tangy Chili Fusion flavor. A dedicated brand influencer attended and recapped the event on TikTok, and a series of custom Instagram and TikTok ads amplified excitement for the brand new #BeyondHot flavor.

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Anna Redman on TikTok

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@nylonmag on TikTok

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The Results





snack bags distributed



press impressions



media + content impressions