The brand hid the "spokescheetah" from its bags – instead displaying a magnifying glass and a white circle – and made him visible only by exposing the package to sunlight.
CTI custom-developed the orange and charcoal photochromic inks, qualified them with the converter (American Poly del Norte in Mexico) and attended the production run there to ensure complete satisfaction on everyone’s part.
“One of the challenges of using smart technology is finding an application that just isn’t a ‘gimmick,’ but that has a meaningful connection to the brand,” said Barry McCann, new launch leader for CTI. “The ultimate goal is to lift product sales, but for lasting power, it has to speak to the consumer in a way that reinforces the brand personality and promise.”
From a technical perspective, the Frito-Lay Mexico promotion is believed to be the largest commercialization and distribution of photochromic technology on a major CPG brand to date, anywhere in the world.
There are 16 different Chester ‘poses’ of across several Cheetos portfolios: Torciditos; Poff; Flamin’ Hot; Nacho; Bolitas; Colmillos; and Popcorn.
The promotion began Aug. 5 and runs through Oct. 13.
CTI’s innovative photochromic inks provided technology solutions in 2015 for Frito-Lay in the U.S. The package converter of the Lays product won a 2016 Silver Achievement Award from the Flexible Packaging Association.
Photo courtesy: MERIT Media Relations LLC