We put the "mac" in macramé.
To help Cheetos break into the back-to-school conversation with Gen-Z college students, we created a buzz-worthy fashion drop as rare as it was recognizable.
Art Direction
Photo Production
Product / Merch
Social Design
SOCIAL PLACEMENTS
DETAILS
We brought hype culture into the mac ’n cheese category with the MAC’ramé Collection: a limited-edition capsule of handmade sneakers (MAC-Tops) and waist bags (Fanny MACs). Every detail was infused with brand DNA, from pull tabs featuring spiral noodle shapes to Cheetos dust sprinkled on the winners’ merch boxes.
Partnering with Project Runway alum, Coral Castillo, we launched a collection in her signature hand-knotted style, available to just 50 winners exclusively through a raffle. We shifted the focus from shopping for merch to winning custom-made fashion.
We sent samples to creators in lifestyle, fashion, and hispanic cohorts, hyping up the collection and ensuring the pieces didn't just end up in closets, but in the center of the conversation. We earned over 2.9B+ total impressions and over 130,000+ giveaway entries,
CREDITS
Agency: FleishmanHillard LA
Client: Cheetos (PepsiCo)
Executive Creative Director: Dan Margulis
Creative Director, Copy: Alex Kenny