Overview
- The campaign, which debuted Thursday, pairs a new “Pickle’s Back” music video with a U.S. rollout of Cheetos Flamin’ Hot Dill Pickle and a new Puffs variant.
- The track reimagines Nickelback’s 2001 hit “How You Remind Me” with fresh lyrics written by the band, with Megan Thee Stallion adding new parts.
- Director Dave Meyers built a tongue-in-cheek short film around a vault heist, a truck chase, and a blast of Cheetos dust to sell the comeback.
- PepsiCo’s creative lead says the aim is organic sharing, so Frito-Lay released a full cut and short clips to plant an earworm that pushes viewers to search for the song.
- Cheetos plans a late-March Goldin auction of on-set props to extend fan engagement, following a prior limited run of the pickle flavor that sold out and kept buzz alive.