Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai nā Dennis Furniss

Ko te hoahoa Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai nā Dennis Furniss he kaitoa whakahirahira o te 2021 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Takai.

HiriwaTakai· 2021

Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai

nā Dennis Furniss

Kiritaki: PepsiCo International Mexico

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Takai

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Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #122989

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai

Ko te Cheetos Redesign he hoahoa kōpaki kai māngai i hangaia mō tētahi tohu kai kānga i Mēhiko. Nā ngā ture ā-motu hou i aukati te whakamahinga o ngā kiripuaki ki runga i ngā kōpaki, nō reira ka tangohia te māngai kua roa nei e mau ana. I whakawhanakehia tētahi reta C nui hei rawa whakaahua matua. He momotuhi te reta, he takarokaro, he motuhake hoki, ā, ka pai tana mahi puta noa i te whānui o ngā reka katoa. Ka taea hoki te whakarite i te hoahoa mō ngā mākete ā-rohe. Ko te whānui o ia kōpaki he 132.5 mm, ko te teitei he 250 mm. Ka whakamahia te tā matarere ki runga i tētahi papatū konurewa mō te whakaputanga.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Cheetos Redesign Te Mahi Matua: Te Kōpaki Kai Māngai he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: In 2020, new regulations were put in place by the Mexican government which meant PepsiCo had to walk away from its most recognizable brand asset. Chester. So, they thanked him for all the hard work and got to work themselves redesigning the brand from the ground up. By far their biggest challenge was that Chester is literally baked into the DNA of the brand. PepsiCo faced some tough questions. Like, how do you keep the voice of the brand alive without its spokesperson?
Inenga & Pēketanga: width 132.5 mm x height 250 mm
Tūtohu: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Hangarau Whakanao: Flexo printing over foil substrate.
Wero Hoahoa: By far their biggest challenge was that Chester is literally baked into the DNA of the brand. PepsiCo faced some tough questions. Like, how do you keep the voice of the brand alive without its spokesperson? How do you distinguish each flavor with their personality nuances without an actual personality? How do you keep the mischievous fun positioning of brand alive without the mischievous and fun Chester?
Rangahau: Cheetos has a 40 year history in Mexico. 30 of those years Chester was Cheetos mascot. He has been one of the most loved and well known characters in all of Mexican culture. Mischievous. Fun. Undoubtedly, Chester was the most iconic asset for the Cheetos brand. But the new regulations ban characters from packaging and marketing.
To test and learn about the designs potential the PepsiCo research team evaluated the design through extensive accelerated Quantitative and Qualitative consumer studies, before they finally arrived at the amazing Pack Design that went to market.
Whakaaweawe: With a heavy heart PepsiCo gave Chester a retirement party. And then got to work on The Big Letter C. A new graphic asset, THE BIG Letter C, is an uplifting symbol that represents the essence of the brand. This C is a typographic element that is designed to be authentic and unique. It is mischievous. It is fun. It works across the flavor portfolio. And it can be localized. Additionally, for consumers, this design had outstanding results.
Roanga o te Kaupapa: Mexico, initiated, completed, and launched in 2020
Rerenga Mahi: From a marketing perspective, PepsiCo's brief was to revolutionize the Cheetos equity and packaging while maintaining the brand essence that they have nurtured over more than a decade. Basically, they had to replace something everyone has known and loved for the last 30 years with something new that they will love just as much.
Ngā Mema o te Rōpū: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Whakamana Whakaahua: All images are property of PepsiCo International