The Cheetos Duster

PRODUCT DESIGN & LAUNCH

Executive Creative Director & General Manager
Amazon, Brand Innovation Lab
2022-2023

A breakthrough in culinary innovation. The Cheetos Duster has everything you need to grind Cheetos into the perfect ingredient—Cheetle.

We set out to increase Cheetos consumption within our Gen Z fan base by introducing a usage occasion beyond snacking. Through social listening, we discovered these fans were already crushing Cheetos into "Cheetle" powder for their recipes.

We gave fans the perfect tool for creating Cheetle dust, plus a huge recipe catalog, so they could cook effortlessly with Cheetos. We bundled the Duster with various Cheetos products and sold it exclusively on Amazon for $19.99 on Black Friday—it sold out in under 2 hours.

Due to high demand, the brand had us bring back the Duster the following year. Sales exploded from 2k units in year one to 10k units in year two—five times the volume.

CASE STUDY

INFOMMERCIAL

The Cheetos Duster is more life-changing than people think.

RECIPE HUB & CONTENT

30+ recipes that bring an cheesy twist to fan favorite dishes.

PACKAGING DESIGN

AMAZON BRAND STORE

Contrary to popular belief, Amazon.com can look slick and sexy.

RECOGNITION

2024 EFFIE AWARDS
+ Gold, Snacks & Desserts
+ Bronze, New Product or Service Line Extension
+ Shortlist, New Product/Service Introduction - Commerce & Shopper
+ Shortlist, Business/Product/Service - Innovation/Solutions

2024 THE SHORTY AWARDS
+ Silver, Food & Beverage

2023 DIGIDAY
+ Winner, Best Brand Partnership

2023 FESTIVAL OF MEDIA, NORTH AMERICA
+ Gold, Collaboration Award

2023 INTERNATIONALIST AWARDS
+ Gold Plus, Innovation in Media

PRESS

Rolling Stone
Hypebeast
Adweek
Food & Wine
Delish
Trendhunter
Forbes
The Seattle Times
Fox News

CREDITS

Head of NA Endemic
Adam Stalker

Head of US CPG & Grocery/ECD
Joseph Delhommer

Creative Director
Sarah Betts

Senior Art Director
Roxy Dalton
Elana Black

Senior Copywriter
Seth Mollerup

Design Director
Joseph Dasaro

Manager, Solutions Management
Shana Weber

Solutions Manager
Roey Feuerstein

Principal Brand Strategist
Jonathan Lum

Design Technologist
Alec Kunkel

Interactive Designer
Cassie Xu

Global Sr. Marketing Manager
Gina Avila

Account
Jeremy Kaplan
Jess Segal

Executive Producer
Rad Olievschi

Digital Artist
Jasse Kyttanen

Director
Mike Bernstein

Editor
Jamie Connors

Colorist
Gene Curley

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Joseph Delhommer is an Executive Creative Director and Business Leader based in Brooklyn, NY.

→ joseph@alwaysplotting.com
→ LinkedIn