Cheetos is making a much-anticipated return to Indonesia in early 2025, after disappearing from the shelves for four years. The beloved snack brand, under PepsiCo, is reintroducing two fan-favorite flavors: Cheese and Cheesy Roasted Corn, with a bold new campaign centered around the message: “Mischief is back.”
The campaign features a fun and playful horror-comedy film, produced by Leo Indonesia, called “Mischief: It’s a Family Thing.” The short film plays on the love for horror films among Indonesians, but with a humorous twist. It begins with two teenagers watching a scary movie, only to be startled by a mysterious hand reaching for their Cheetos. To their surprise, the hand belongs to their father, who is just as eager to enjoy the snack. However, things take a funny turn when the father becomes the next target of family mischief.
PepsiCo Indonesia’s Marketing Director, Rika Sandi, expressed how the campaign reflects the fun and unexpected moments Cheetos brings. “This campaign embraces the pure fun that comes with every bag of Cheetos. It’s a mischievous story that highlights the playful side of the product.”
Hanussa Hamzah, Senior Marketing Manager at PepsiCo Indonesia, added, “With ‘Mischief is back’, we aim to entertain while keeping the brand at the center of the story, providing pure entertainment without losing sight of Cheetos’ core values.”
The campaign takes advantage of a major pop culture trend in Indonesia—horror films. According to data, about 60% of Indonesian films in 2024 were from the horror genre. The film uses humor to appeal to Indonesians’ love for suspenseful yet light-hearted moments. This connection to local pop culture has helped the campaign resonate with a wide audience, allowing Cheetos to re-enter family living rooms and bonding moments.
The mischievous fun doesn’t stop at TV commercials. The campaign has extended to social media activations, in-store displays, and other touchpoints to further engage Indonesian families. “Cheetos celebrates mischievousness, and this campaign embraces the playful side of families where mischief runs in their DNA,” said Ravi Shanker, Chief Creative Officer at Leo Indonesia.
The return of Cheetos also reflects PepsiCo’s commitment to the Indonesian market, with a $200 million investment to establish a new snack production facility in Cikarang, West Java. This effort supports the launch of Cheetos, along with PepsiCo’s continued focus on providing local flavors and innovative campaigns tailored for Indonesian consumers.
With humor, horror, and a pinch of mischief, Cheetos is set to win the hearts of a new generation of snack lovers across Indonesia.
Credits
Client: PepsiCo Indonesia
Brand: Cheetos
CEO PepsiCo Indonesia: Asif Mobin
Marketing Director: Rika Sandi
Sr Marketing Manager: Hanussa Hamzah
Assistant Brand Manager: Najla Gunawan
Agency: Leo Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Creative Partner: William Mathovani
Creative Director: Amanda Sinta
Creative Director: Ivan Loos
Creative Director: Henrique Lamenha
Senior Art Director: Danial Khalis
Senior Copywriter: Richa Annisa
Junior Art Director: Muhammad Yusuf
Graphic Designer: Rifqi Mahardika
Senior Project Manager: Vidiyanti Shariff
Associate Planning Director: Mala Ilmalana
Planning Executive: Gita Putri
Business Director: Fany Tanjung
Associate Account Director: Claudia Sella
Senior Account Executive: Grady Geraldy
Senior Social Media Manager: Akbar Pangestu
Senior Social Media Executive: Annisah Hardianti
Head of Production: Anti Istianti
Media Agency: Publicis Media Indonesia
Managing Director: Saravanan Mudaliar
Media General Manager: Tere Abalos
Media Director: Arya Nugraha
Digital Media Planning Manager: Smara Sanindya
Production Company: Think Tank Nusantara
Executive Producer: Intan Sham
Director: Kiran Koshy
DOP: Sven Lippold
Producer: Echa Suryadi
Post Production: Tank3
3D Post Production: Aras
Audio Production: Bumble Bee Studio
