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Controversy in Ads

Chester is Baaaad

Dr. Sabrina Segal

The cool thing about true viral videos is that they are created by real people doing silly stuff, not by multi- billion dollar companies. The big corporations have discovered the sheer genius and power behind social media and have made inroads into hijacking the fun in the name of money.

Cheetos has launched a questionable ad campaign on the website “Orange Underground” that seeks to get fans to create “Random Acts of Cheetos” or RAoCs on video and upload ‘em to UTube. Humor me here for a second, this technique sounds pretty much like what old-fashioned radio DJs made popular. A contest to get people to do really ridiculous things in public that may or may not be controversial.

RAoC video clips can easily be created using graphics and animation, but I’ll bet there are “Jackasses” out there who will actually do something really stupid – and possibly dangerous – in the name of the “Orange Underground.”

Can’t wait to see the lawsuits streaming in, Chester Cheetah. Summer is upon us and alienated, bored teenagers with nothing else to do might find this a great way to lash out at the establishment with Cheeto-centric pranks. Is this going to be worse than the 1994 Nintendo “Hock a Loogie at Life” ad campaign? Time will tell.

Are the youth of America that stupid? To commit vandalism and mischief in the name of Cheetos’ Orange Underground for 15 minutes of fame that might land them in jail? And tape it so the jury can view it at your trial? Woohoo…sounds like a great time.

Why not do a “Got Cheetos?” campaign with cute orange mustaches? Oops, sorry that’s been done. “You like crunchy snacks and want to join a real Orange Underground? Sweet. Boycott Cheetos and eat carrots.”

“What should we think when a leading national advertiser borrows a marketing strategy from the drug trade?” FYI: Pepsico is the parent company of Frito-Lay- the ones who make messy, cheese dust-covered Cheetos.

Photo Credit: Dr. Sabrina Segal

68 Comments

1. yashica |May. 30, 2008 @ 4:48 PM

While I think the idea in and of itself isn't the most brilliant thing, I'm not sure that until someone has done something stupid for this website and Cheetos marketing ploy that I'm that gung-ho with throwing them under the bus for this. I could see where some bored youth could take things too far with this but it hasn't happened yet so let's give the youth of America the benefit of the doubt that this won't be an issue....Fingers Crossed

2. Stacy |May. 30, 2008 @ 5:52 PM

I completely agree with you. That ad campaign is ridiculous. I cannot believe that Pepsico could stoop this low. I don't know why people would want to do anything like that anyway. But, the sad thing is that people will make videos to get their 15 minutes of fame. I think this is the stupidest ad campaign I have ever heard of. I think that there should be something done about this. I also agree that they are playing a waiting game for lawsuits. Schools are ending and many bored teens will be doing all sorts of crazy things to join "Orange Underground" and soon enough the lawsuits will be poring in. Stacy

3. mardist148 |May. 30, 2008 @ 8:43 PM

Yes it is a shame that today’s companies have to put our children in danger physically and emotionally just to look cool to their friends to promote junk food. Most young adults do see this as just a way for a large company to make them buy their products . Unfortunately there will be a few immature young adults that will ruin this. A way to have young adults be creative and show it will be high jacked and made into a game of stupidity. Pepsico and Frito-Lay both give large amounts of support to local charities throughout the United states. I just hope this ad program does well and doesn’t end up as “Random Acts of Stupid”.

4. Danman |May. 30, 2008 @ 9:48 PM

When I think of Cheetos I remember the cartoon character, I think it was called the Cheeto Cat. The new campaign "Orange Underground" does seem to be a little risky. Random Acts of Cheetos (RAoC) really opens the playing field on what acts they can do. I'm more worried about seeing Weird Act of Cheetos.I can only imagine how weird it will get. They must have so me kind of deal with Youtube. This market strategy seems a little desperate. I don't think they need to resort to this. Just bring back the humorous Cheeto Cat.

5. Deborah |May. 30, 2008 @ 10:28 PM

Our children are endangered daily by this type of advertisement and so-called entertainment TV. To encourage them to go out and risk legal ramifications, injury and even death for 15 minutes of fame is outrageous! Kids will do anything for a laugh, not thinking of the consequences because they are hardened by what they are seeing in movies and TV, and TV PROMOTES it! Most reality shows post a disclaimer saying "Don't do this at home, performed by a professional stunt man", but you know what? They will do it anyways. So why encourage them more in this type activity by an advertisement?

6. MarketMan |May. 31, 2008 @ 12:39 AM

Although the youth of America may be "that stupid", I believe that this is harmless fun in creating brand awareness. Participants are encouraged to "Make some funny", not to "commit vandalism and mischief in the name of Cheetos' Orange Underground". There may be some "Jackasses" out there who will do something stupid and even dangerous for the name of the "Orange Underground". These same people would do it for any other name, though. If they are set on doing idiotic and dangerous things, it's not Cheetos who has given them that mind frame. They would do it in the name of Oak Trees if they had nothing else to do it for.

7. terwinwoh |May. 31, 2008 @ 1:14 AM

I love Cheeto's! Chester Cheetah in my opinion is a great marketing icon. Although he may not be a great role model he is definitely unique and unforgettable. His mischievous character is appealing to youths and tugs at the rebel hearts in most adults. He reminds me of my younger rebellious days that I will remember as the best times of my life.

This marketing tactic of "Random Acts of Cheetos" fits perfectly with the Chester Cheetah theme. There may be many people who will carry the fun too far, but most will understand the difference between good clean fun and committing a crime.

Is the marketing campaign questionable? Will there be lawsuits filed against the manufacturers of Cheetos? Are the marketers of Cheetos’ inviting consumers to be mischievous? I think so! Are the marketers of Cheetos being unethical? Will the manufacturers of Cheetos be held liable for damages? That will be up to the courts to decide. And finally should we boycott the manufacturers of Cheetos? I don't think we should.

The marketers of Cheetos in my opinion are continuing their campaign of using Chester Cheetah’s mischievous character to attract customers. They are looking for consumers to have fun with their product in a mischievous way that is conducive to their theme. They are not in my opinion trying to invite consumers to commit acts crime in the name of money.

8. timsmasal |May. 31, 2008 @ 4:55 AM

I think that Frito-Lay/Pepsi/Cheetos is genius for this ad campaign. First off, they do not have to pay for a pitch-man/woman or any producers, directors, etc. to do the ad. Second, the feeling must be that in order to stay current and "now", they have to offer something that people can relate to directly and actively participate in. In most advertisements we see people and things that we are not likely to see in our everyday lives. If we can see something that we have donated or added or if we can participate in a campaign then we feel a closer connection to that particular product than one that is always so far away that it appears untouchable. Do I think the youth of America are that stupid? No, I do not. I do, however, think that they are that desperate and needy to claim their fifteen minutes of fame, as Dr. Segal put it, that they are willing to put themselves and others at risk for the sake of possibly becoming the next big thing. I liked and enjoyed Dr. Segal's article, I just do not necessarily agree with it completely.

9. Judy |May. 31, 2008 @ 4:57 AM

America’s Funniest Home Video’s has for years, and still currently encourages the video taping of “random acts” of stupidity and/or funniness for the enjoyment of others. I believe the encouragement to use one’s imagination and strive to put something together for the chance not only to express yourself and share your creativeness, but also to win $5000 and have you’re 15 minutes of fame. The insinuations that participants of this marketing campaign are “stupid” or out to make trouble with pranks, are extremely biased and discriminatory.
Where some of the commercials do indicate some silly off the wall "incidents" (as one commercial referred) that may borderline push limits with what a "considerate" or logical human being may do, but its silly fun. It’s simply for the purpose of humor. Of course no one is seriously going to shove Cheetos up their neighbors nostrils because their snoring, but I know I've sure thought about doing something along those line a few times, and seeing it actually being done with Cheetos, just makes it even more humorous.
Honestly, what is so wrong with the idea of silly or bored teenagers getting together and using their adolescent minds to piece together a piece of work that not only thousands can view and enjoy, but also possibly win $5000. If I was really that board, that would be the thing to do right there. The funniest thing is that the commercials that advertise the Orange Underground and the ridiculous behavior possibilities are more targeted to middle aged professionals more then towards younger generation consumers, although they may be adult acting childish in a sense. Not everyone has the courage or the capabilities of putting together a piece of work out of sheer enjoyment and purpose for an outside spectator to degrade and dismiss their individuality and expression because they don't agree with how they may act.

10. lizlandry |May. 31, 2008 @ 10:11 AM

I would have to say yes the world is that stupid...lol. They are just as stupid as these youths that get together and jump one poor girl and put it on you tube to be famous then go to jail. Well who is laughing while you are sitting in a jail cell crying...ME..You deserve it for the stupidity. Why would people hurt themselves in humor like some of the stupid things they do in Jackass. Are they chemical imbalanced or something? Did their moms drop them on the head as a baby or just not discipline them enough. Got Cheetos is an excellent idea.

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