Global snack brand Cheetos has finally landed in South Africa — and it did so with all the flair, mischief and fun that fans have come to expect from its beloved mascot, Chester Cheetah. Through a series of cheeky stunts, mysterious cheetah sightings, and a star-studded influencer campaign, PepsiCo has officially rolled out the orange carpet for Cheetos, inviting South Africans to embrace the Orange Side of Life.
In the weeks leading up to the launch, Joburgers were left buzzing after reports of unusual cheetah sightings across the city. Social media soon pieced together the mystery, with playful reveals pointing to none other than Chester Cheetah making his way to South African shores. Influencers like Chad Jones joined in on the reveal, confirming that the iconic global snack had officially arrived in the country.
Robot Boii Leads the Fun with ‘Tjovi’ Dance Challenge
To celebrate the launch, Cheetos partnered with none other than vibrant South African personality Robot Boii, who curated a dance challenge to his brand-new single Tjovi. The song, which is available across all music streaming platforms, has quickly become the soundtrack to the campaign, encouraging Mzansi to dance, play and live boldly.
“Cheetos globally is such a cool cultural brand, and I was thrilled to lend my brand-new song Tjovi to this campaign and get Mzansi dancing,” said Robot Boii.
This moment also cements Robot Boii’s winning streak, as he recently scooped big at the Top 16 Youth-Owned Brands Awards (YOBA) 2024, where he walked away with both Top Personality & Influencer and the prestigious title of Overall Top Brand.
Can’t Hide the Fun: The Orange Side of Life
Cheetos is not just introducing snacks; it’s ushering in a whole new way of living. With the tagline “Can’t Hide the Fun,” the brand is inviting South Africans to unleash their playful side, embrace authenticity and live flavourfully.
“Our consumers can look forward to seeing this come to life through influencer partnerships, cheeky stunts, high school activations and immersive experiences,” shared Diyaana Allie, Marketing Manager (Snacks) at PepsiCo South Africa.
Flavours to Get Cheesy About
South Africans now have four exciting new Cheetos flavours to get their hands on:
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Cheetos Puffs Cheese – a creamy, cheesy classic.
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Cheetos Puffs Chicken – a savoury twist with local appeal.
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Cheetos Brix BBQ – smoky, bold, and perfect for flavour adventurers.
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Cheetos Brix Spicy Tomato – a zesty, fiery crowd-pleaser.
Living on the Orange Side of Life
For TikTok star Chad Jones, the launch captures exactly what Cheetos stands for. “Living on the Orange Side of Life is to live on the flavourful side of life. Just be you, be authentic, be cheesy and just go with the flow of life,” he shared.
With its cheeky launch, bold flavours, and powerful cultural partnerships, Cheetos is setting the tone for a new era of fun snacking in South Africa. And if the Orange Side of Life looks this good, Mzansi is ready to dance, play and snack along.
