Editing Cheetos (section)

==<span id="Promotion and mascot"></span>Marketing==
{{Further|Chester Cheetah}}
The first Cheetos mascot was the animated Cheetos Mouse, which debuted in early 1971. The Cheetos Mouse spoke with an [[upper class]] accent, and typically wore a [[Suit (clothing)|three piece suit]]. He used the slogans "Chee-tos. Cheese that goes crunch!" and several years later, "Hail Chee-sar!". The mouse was seen in television commercials and print ads for Cheetos, until the character was phased out around 1979.

The Cheetos brand is commonly recognized by association with its second and current [[mascot]], an [[anthropomorphism|anthropomorphic]] sly, smooth-voiced [[cartoon]] [[cheetah]] named [[Chester Cheetah]]. Chester first appeared in television commercials in 1986, known for concluding Cheetos advertisements with [[slogan]]s, which have evolved over time. He used both "The cheese that goes crunch!" and "It ain't easy bein' cheesy" as slogans from 1986 to 1997, and then "Dangerously cheesy" from 1997 onwards.<ref>{{cite web|url=http://www.trademarkia.com/dangerously-cheesy-75226133.html|title=Apply for a Trademark. Search a Trademark|website=trademarkia.com|access-date=10 April 2017|archive-date=10 April 2017|archive-url=https://web.archive.org/web/20170410215604/http://www.trademarkia.com/dangerously-cheesy-75226133.html|url-status=live}}</ref> In 2003, Chester was first rendered as a computer-generated character in the United States, while continuing to appear in a traditionally animated form in some other countries where the brand is sold.<ref name=chestermascot>{{cite news|last=Stevenson|first=Seth|title=Chester's Got a Brand-New Bag|url=http://www.slate.com/id/2186601/|access-date=12 September 2011|newspaper=Slate|date=17 March 2008|archive-date=11 April 2011|archive-url=https://web.archive.org/web/20110411090240/http://www.slate.com/id/2186601|url-status=live}}</ref>

Beginning in 2008, Cheetos advertising and promotion broadened in regard to age appeal, with a revised focus on an adult demographic. In this personification, Chester speaks with a deep voice and encourages people to use their Cheetos in acts of revenge or to solve problems.<ref name=chestermascot /> In February 2009, Cheetos was the subject of its first [[Super Bowl advertising|Super Bowl commercial]]. In the {{US$|3{{nbsp}}million|link=yes}}, 30 second advertisement, a "loud, chatty woman" is talking on her mobile phone at a restaurant. Chester the Cheetah persuades another customer to toss Cheetos onto the ground, attracting a flock of birds to drive away the obnoxious loud-talking customer.<ref name=superbowl1>{{cite news|last=Wong|first=Emily|title=Cheetos Joins Super Bowl Ad Parade|url=http://www.adweek.com/news/advertising-branding/cheetos-joins-super-bowl-ad-parade-98205|access-date=12 September 2011|newspaper=AdWeek|date=29 January 2009|archive-date=10 October 2012|archive-url=https://web.archive.org/web/20121010030059/http://www.adweek.com/news/advertising-branding/cheetos-joins-super-bowl-ad-parade-98205|url-status=live}}</ref><ref>{{cite web |url=http://adage.com/madisonandvine/article?article_id=134558 |title=Frito-Lay Puts Cheetos Brand in Bloggers' Hands |publisher=adage.com |date=11 February 2009 |access-date=2 December 2010 |archive-date=18 February 2009 |archive-url=https://web.archive.org/web/20090218000707/http://adage.com/madisonandvine/article?article_id=134558 |url-status=live }}</ref> The scenario depicted in this commercial exemplifies the adult-oriented themes of [[subversion]] and revenge, which continue to be prevalent in Cheetos advertisements produced since 2008.<ref name=chestermascot />

In 2009, Frito-Lay invited popular blog ''[[Boing Boing]]'' to feature online ads for Cheetos. The blog contracted [[Johannes Grenzfurthner]] (of [[monochrom]]) to create an artistic campaign for the product.<ref>{{cite web |last1=Learmonth |first1=Michael |title=Frito-Lay Puts Cheetos Brand in Bloggers' Hands |url=https://adage.com/article/madisonvine-news/frito-lay-puts-cheetos-brand-bloggers-hands/134558/ |website=Ad Age |date=11 February 2009 |access-date=9 December 2018 |archive-date=9 December 2018 |archive-url=https://web.archive.org/web/20181209165650/https://adage.com/article/madisonvine-news/frito-lay-puts-cheetos-brand-bloggers-hands/134558/ |url-status=live }}</ref>

On August 15, 2017, Frito-Lay announced the opening of its The Spotted Cheetah [[pop-up restaurant]] in New York, with dishes made with Cheetos with chef [[Anne Burrell]]. According to ''The Wall Street Journal'', the restaurant's reserve spots quickly sold out.<ref name=wsj-chetos>{{cite news |last=Passy |first=Charles |date=August 15, 2017 |title=You Can't Get a Table at Manhattan's Cheetos Restaurant - The Spotted Cheetah pop-up eatery sold out all its reservations in just six hours. |url=https://www.wsj.com/articles/you-cant-get-a-table-at-manhattans-cheetos-restaurant-1502749930 |work=[[The Wall Street Journal]] |location=New York City, New York, United States |access-date=August 17, 2017 |archive-date=17 August 2017 |archive-url=https://web.archive.org/web/20170817204835/https://www.wsj.com/articles/you-cant-get-a-table-at-manhattans-cheetos-restaurant-1502749930 |url-status=live }}</ref>