Insight: 99% of people eat Cheetos with their dominant hand, causing them to use their “other hand” to do everything else (leading to all sorts of mishaps).
Challenge: Introduce the concept of a Cheetos “Other Hand” in a way that breaks through the clutter and connects with consumers.
Spark: Despite being extremely skilled and coordinated, professional athletes miss A LOT of high fives.
Idea: Partner with a marquee athletes and tease that the reason they’re missing so many high fives isn’t their fault, but because of their love for Cheetos and usage of their Other Hand.