{"id":4395211,"date":"2025-08-04T09:00:00","date_gmt":"2025-08-04T07:00:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/cheetos-turn-cheetle-dust-into-wearable-art-with-the-help-of-artist-navinder\/"},"modified":"2025-12-05T16:41:19","modified_gmt":"2025-12-05T14:41:19","slug":"cheetos-turn-cheetle-dust-into-wearable-art-with-the-help-of-artist-navinder","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/cheetos-turn-cheetle-dust-into-wearable-art-with-the-help-of-artist-navinder\/","title":{"rendered":"Cheetos turn Cheetle dust into wearable art with the help of artist Navinder"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tCheetos turn Cheetle dust into wearable art with the help of artist Navinder<\/h1>
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\n\t\tIn\u00eas Saraiva\t\t
\n\t\tGlobal Communications & PR Director\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tAugust 4, 2025\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\tToday, PepsiCo snack brand Cheetos launches its biggest influencer campaign – and first in the UK – to bring the authentic, messy joy of the snack to major British retailers.<\/p>\n\tThe iconic global brand, worth $3bn[1]<\/sup>, is launching the campaign with global digital agency DEPT\u00ae to carve a cult following as the product enters major retailers in the UK. Featuring social content from two fashion-forward creators, the campaign will capture the hearts and appetites of Gen Z snackers with a drop of bespoke Navinder Nangla tee designs, reimagined with a \u2018Cheetle\u2019 twist.\u00a0

Playing on the orange dust leftover from the snacks, otherwise known as \u201cCheetle Dust,” the campaign emulates the Cheetos brand with an organic influencer campaign centred around a corner shop-style and moments of playful inspiration.\u00a0

The social first campaign, created by lead agency DEPT\u00ae, embeds the \u2018mischievous genius\u2019 of British-Punjabi graffiti artist and designer Navinder Nangla and fashion icon Aly Meghani, who boasts 1.3 million TikTok followers, into the creative from the very start. The two creators don\u2019t just star in the ads; they bring their authentic vision to tap into creative audiences around the UK.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\n\tThe story unfolds in a series of social moments, showing a spark of artistic inspiration from both creators\u2019 points of view to increase reach. In a \u2018caught on camera\u2019 style video in the heart of London\u2019s creative scene, Soho, a Cheetle-covered tee becomes a moment of inspiration for Navinder. The sight of Aly candidly wiping the iconic Cheetle dust on his t-shirt triggers the street artist to create a bespoke piece of wearable art directly onto Aly\u2019s front. To his own followers, Aly shares the moment from his perspective, with the series culminating in Navinder\u2019s \u2018Pashion 4 Cheetoz\u2019 tee drop.

The collaboration taps into Gen Z\u2019s passion for relatability with a collection that blends humour, relevance, and creativity in all the right ways. It\u2019s a bold move from the food and beverage powerhouse, and a credible way to weave \u2018Cheetle dust\u2019 into Gen Z culture, and elevate it to iconic status.
<\/p><\/div><\/div>\n\n\n\t\n\tIn a nod to Gen Z\u2019s seamless blend of physical and digital living, the campaign harnesses the mundane to inspire online buzz across Instagram and TikTok and takes it into the real world.

Coming full circle, the campaign will wrap with Navinder announcing a limited drop of the Cheetos tees on Instagram. Tapping into the drop-style hype, T-shirts will be available via an exclusive pin drop corner shop location for one hour only.\u00a0

Meanwhile 30+ fashion-forward Gen Z creators will amplify the brand and embrace Cheetos\u2019 mark of mischief by posting corner shop fit checks; bringing together the bold voice of Cheetos with gritty, slice-of-life content and targeting a cult following from start to finish; and the energy will live on through lo-fi wrap films, TikTok-native behind the scenes, and raw, vlog-style content from creator attendees.

[1] Total US \u2013 MultiOutletC Time: Latest 52 Weeks Ending 16.03.2025<\/em><\/p><\/div>\n\t\n\t<\/div>\n\n
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\n\t\t\u201c<\/span>\n\t\tCheetos is part of US culture. We had to think differently to build our own Gen Z brand embedded in fashion and culture in the UK. A new mindset. A new marketing era for the brand. Partnering with Navinder & Aly has been an exciting collaboration as we take Cheetos beyond the shelf and into fashion culture.<\/p>\t\t
\n\t\t\u201d<\/span>\n\n\t\tRachael Smith, Cheetos Senior Marketing Lead<\/strong><\/p>\t<\/blockquote>\n\t
\n\t\t\u201c<\/span>\n\t\tThe opportunity to make a \u2018thing\u2019 over an ad with a brand like Cheetos doesn\u2019t come around too often – so we knew we had to get it right. We leant into the sharpness and playfulness of our audience with an artist that truly understands the art in the irony, one that we knew would land the right balance of mainstream brand and niche audience references. And together we turned our dusty Cheetle hand prints into a thing of wearable beauty.<\/p>\t\t
\n\t\t\u201d<\/span>\n\n\t\tBel Moretti, Creative Director at DEPT\u00ae<\/strong><\/p>\t<\/blockquote>\n<\/div>\n\n
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