Cheetos Recruits Thing from 'Wednesday' for Mischief Campaign

Quick listen: How Cheetos turned Thing from "Wednesday" into a viral brand win — in under 2 minutes.

Cheetos has recruited an unlikely ambassador for summer: a severed hand.

Thing, the undead appendage from Netflix’s "Wednesday", now stars as the snack brand’s “spokeshand.”

The campaign features orange fingerprints, street-level stunts, and a product launch tied to the show’s upcoming second season.

The campaign began with a 30-second spot showing Thing auditioning for the Cheetos gig.

In another video, the character made a dramatic escape from a massive LED billboard in Times Square.

It left trails of the brand’s signature cheese dust, known as cheetle, across nearby ads, taxis, sidewalks, and even a miniature Statue of Liberty.

Several billboards, including ones for Gatorade and Spotify, appeared to be defaced by the mischievous hand.

The stunt was part of a larger out-of-home campaign timed for peak tourist season in New York.

Tina Mahal, senior vice president of marketing at PepsiCo Foods U.S., said the brand saw an overlap between its fan base and the audience that connects with Wednesday’s offbeat characters.

“Stirring up a little trouble is what our annual Cheetos fingertip sponsorships are all about.

This year, we’re turning up the mischief with the ultimate partner in crime.”

PepsiCo, the company behind Cheetos, is no stranger to the 'Wednesday' cast.

Jenna Ortega, the show’s lead, headlined a Doritos Super Bowl spot last year.

Cheese Dust Meets Dark Humor

This collaboration builds on Cheetos’ ongoing focus on the fingers that get covered in orange residue, a theme the brand has leaned into for years.

Past campaigns featured everything from non-dominant hand fonts to celebrity fingertip endorsements.

This year, Thing joins that list with a starring role in both the physical marketing rollout and a limited-time product: Flamin’ Hot Fiery Skulls.

The new snack, arriving in stores July 28, puts a gothic spin on Cheetos’ popular spicy formula.

The packaging features skull-shaped puffs and branding inspired by Wednesday, positioning it as a collector’s item for fans.

The timing is strategic.

Season two of the Netflix series premieres August 6, with a second installment planned for September 3.

The streaming platform, which launched an ad-supported tier in 2022, continues to work more closely with brands.

Its third annual upfront in May previewed several collaborations, including this one, along with promotions from Booking.com and Wendy’s.

Netflix said it expects its advertising revenue to nearly double this year.

For Cheetos, the campaign keeps the brand at the center of pop culture conversations, aligning with a Gen Z audience that responds to irreverent humor and familiar streaming properties.

As Thing scuttles across billboards and social feeds, Cheetos makes it clear that cheese dust and chaos are still a winning combination.

Our Take: Can A Severed Hand Sell Snacks?

Absolutely.

I see this as more than a gimmick.

Cheetos understands that Gen Z wants brands that know how to speak their language.

Thing doesn’t just represent a show; it represents an identity many younger consumers connect with.

That’s what makes this campaign effective.

It feels like it belongs in the culture, not just next to it.

If I were leading a CPG brand, I’d stop asking how to break through and start asking what my audience already feels seen by.

Cheetos answered that.

Want to see how Cheetos' parent company is rethinking its entire snack lineup?

See how PepsiCo is removing additives from Lay’s and Tostitos in this related story.

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