The 2009 Jay Chiat Awards for Strategic Excellence Winners

Campaign for an Existing Brand—Silver:
Goodby, Silverstein & Partners, San Francisco
"WTF Happened to Chester?"

What follows is a twisted morality play about how doing the right thing sometimes frees you up to be really bad.

This is a tale about resurrecting the soul of an iconic brand by being brutally honest about the deepest, darkest consumer drives that have always fueled its success; a how-to-research
guide for revitalizing a brand not through repositioning, but deep positioning.

At the heart of this case we will also encounter a powerful example of how to harness and
accelerate a brand movement (or cult brand or love mark or…) by using social media and
user-generated content in authentic and seamless ways.

Ultimately, this is the story of how Cheetos was reborn and how its spastic mascot, Chester
Cheetah, transformed into an impish force more maniacal than Nick Nolte's mug shot and
more endearingly sinister than a smirk from Jack Nicholson.

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