JAKARTA, INDONESIA – After a four-year hiatus, one of the world’s most beloved snack brands, Cheetos, has officially returned to Indonesian shelves – cheesier, bolder, and brimming with playful mischief. The highly anticipated reintroduction by PepsiCo Indonesia, in collaboration with Leo Indonesia, marks a flavorful new chapter for snack lovers across the archipelago.
Making its grand reentry in early 2025, the relaunch of Cheetos featuring all-time favorites Cheese and Cheesy Roasted Corn comes with a clear message: Mischief is Back.
At the heart of this campaign is a delightfully mischievous horror-comedy film titled “Mischief: It’s a Family Thing,” created by Leo Indonesia. The spot opens with two teenage siblings engrossed in a horror movie, only to be spooked by a mysterious hand that turns out to be their father’s. His goal? Not to scare but to steal a handful of their treasured Cheetos. But the tables soon turn as he becomes the next target of family mischief.
“This campaign embraces the unexpected and pure fun that you can expect with every bag of Cheetos. It’s a pure-hearted, mischievous story that beautifully delivers a playful product experience.”, said Rika Sandi, Marketing Director at PepsiCo Indonesia.
“With ‘Mischief is back’, I love the fact that we are providing a moment of pure entertainment without losing the role of the brand, which sits at the very heart of the story,” said Hanussa Hamzah, Senior Marketing Manager at PepsiCo Indonesia.
Ravi Shanker, Chief Creative Officer at Leo Indonesia, adds: “Research suggests that genetics can influence personality traits — even mischief. Cheetos celebrates mischievousness, and with this campaign, we embraced the fun, playful side of families where mischief runs in their DNA. In the TVC, we spotlight the irresistible taste of Cheetos, showing how even family members might play a trick to get their hands on them. Then we brought this idea to life across social media, activations, in-store touchpoints, and beyond.”
The film taps into Indonesians’ love for horror movies, but adds a twist of humour. Horror movies are dominating the Indonesian box office, with 60% of Indonesian productions employing the genre in 2024. By harnessing the power of pop culture, it aims to put Cheetos in the hands of Indonesian families, in the living room and beyond, by sparking mischief in every family bonding moment.
Client: PepsiCo Indonesia
Brand: Cheetos
CEO PepsiCo Indonesia: Asif Mobin
Marketing Director: Rika Sandi
Sr Marketing Manager: Hanussa Hamzah
Assistant Brand Manager: Najla Gunawan
Agency: Leo Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Creative Partner: William Mathovani
Creative Director: Amanda Sinta
Creative Director: Ivan Loos
Creative Director: Henrique Lamenha
Senior Art Director: Danial Khalis
Senior Copywriter: Richa Annisa
Junior Art Director: Muhammad Yusuf
Graphic Designer: Rifqi Mahardika
Senior Project Manager: Vidiyanti Shariff
Associate Planning Director: Mala Ilmalana
Planning Executive: Gita Putri
Business Director: Fany Tanjung
Associate Account Director: Claudia Sella
Senior Account Executive: Grady Geraldy
Senior Social Media Manager: Akbar Pangestu
Senior Social Media Executive: Annisah Hardianti
Head of Production: Anti Istianti
Media Agency: Publicis Media Indonesia
Managing Director: Saravanan Mudaliar
Media General Manager: Tere Abalos
Media Director: Arya Nugraha
Digital Media Planning Manager: Smara Sanindya
Production Company: Think Tank Nusantara
Executive Producer: Intan Sham
Director: Kiran Koshy
DOP: Sven Lippold
Producer: Echa Suryadi
Post Production: Tank3
3D Post Production: Aras
Audio Production: Bumble Bee Studio
