For the second season of Netflix's hit show Wednesday, Cheetos enlisted Thing—the mischievous disembodied hand from The Addams Family universe—as its new "spokeshand," and the unexpected partnership makes perfect sense considering that no one would understand Cheetle-covered fingertips better.
As part of the campaign, the snack brand shared a leaked audition tape and how it decided to officially sponsor "the most recognizable fingertips in the world."
Out in the real world, Thing is making its mark on New York City by leaving orange fingerprints across taxis, newsstands, hotel rooms and city blocks. Thing will also make a break from an LED Cheetos billboard in Times Square, and mess with billboards from other brands.
Cheesy Mayhem Campaigns
Cheetos Named Wednesday's Thing as Its New "Spokeshand"
Trend Themes
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Iconic-pop-culture Collaborations — The fusion of iconic pop culture figures with popular brands creates a buzzworthy marketing strategy that captivates diverse audiences.
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Experiential Guerilla Marketing — Bringing campaigns into real-world environments with sensory elements like 'orange fingerprints' engages consumers in a dynamic and memorable way.
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Playful Brand Mascots — Introducing unconventional mascots, such as a 'spokeshand,' allows brands to infuse humor and novelty into marketing efforts, appealing especially to younger demographics.
Industry Implications
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Snack Foods — The snack food industry benefits from creative marketing partnerships that enhance brand presence and consumer engagement.
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Television and Streaming — Collaborations between streaming services and consumer brands open up expansive cross-promotional opportunities that amplify viewer interest.
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Out-of-home Advertising — Innovative outdoor campaigns that incorporate unique and unexpected elements draw public attention and elevate brand impact in urban areas.