Everyone has a dominant hand. It is more than just which hand picks up the pen. From using a fork to grabbing the door, one hand always takes the lead. Cheetos wants to highlight the “Other Hand.” Ready to pass the Cheetle and even out the messy?
Cheetos is never afraid to embrace its mischievous side. It is more than finding creative ways to enjoy that iconic snack food. The brand appreciates that it is important to stand out in the crowd, celebrate individuality, and never be sorry for being unique.
Over the years, the PepsiCo food brand has celebrated its artistic side. While many people can see shapes in those snacks, the heart of the idea is to allow the imagination to be free. Instead of being stuck to only one point of view, it is important to step away from the easy, like letting the non-dominate hand take over.
The new Cheetos “Other Hand” campaign is humorous, but there is an underlying message. It is time to see, and type, differently.
Speaking about this new campaign, Chris Bellinger, Chief Creative Officer, PepsiCo Foods US said, “The beauty of the ‘Other Hand’ campaign is that it celebrates a very real human truth: most people use their dominant to eat Cheetos, which means they have to do basically everything else in life using their Other Hand. This latest stunt of introducing a hilariously bad font continues to show the mischievous – and messy – consequence of snacking on Cheetos.”
To offer a visual reminder to switch hands while snacking, Cheetos has introduced the “Other Hand Font.” Designed by Rich Silverstein in collaboration with Silverstein Goodby & Partners (SG&P), the design arm of Goodby Silverstein & Partners, the special font captures what it tends to look like when writing with another hand. Without having to struggle with a pen, everyone can type away with both the dominant and non-dominant hand.
The specialty font can be downloaded at Cheetos.com. It is always available as a browser extension. Basically, anyone and everyone can bring that unexpected look to any and every place. It might not necessarily be approved for that college essay or legal brief, but it does make that email signature look a lot more fun.
Even though this idea might be a little out of the bag for a snack food, it is a reminder that it is important to celebrate the fun, unique, and “other” side. Beyond being a little silly, people need to lean into their creativity and ingenuity. In the ever growing chaotic world, it is time to celebrate the different. Why not start with adding a new font to the script.