Cheetos Launches ‘World’s First Fingertip Sponsorship,’ Rolls Out Uplift Scholarships

Cheetos is celebrating Hispanic culture with Deja tu Huella, its ongoing campaign inspired by the rally cry that translates to "leave your mark." Plano-based Frito-Lay said that to begin the program's fourth iteration, Cheetos is launching the world's first fingertip sponsorship with celebrity singer-actress Becky G.

Who hasn’t experienced Cheetle dust, the iconic orange remnants left on your fingers from eating Cheetos? We sure have.

Now, the brand is launching its latest Deja tu Huella campaign by doing something unique—sponsoring a musician’s fingertips.

Cheetos is celebrating Hispanic culture’s impact on society and empowering the community with Deja tu Huella, its ongoing campaign inspired by the rally cry that translates to “leave your mark.”

Plano-based Frito-Lay said that to begin the program’s fourth iteration, Cheetos is launching the world’s first fingertip sponsorship with celebrity singer-actress Becky G in hopes of inspiring others to leave their mark on everything they touch.

Frito-Lay said that Becky G is a longtime advocate for the Hispanic community and is supporting and celebrating the next generation of Hispanic students via scholarships provided by the PepsiCo Foundation, a community college tour, and a nationwide TikTok challenge.

In a new television ad, Cheetos demonstrates how Becky G’s Cheetle-covered fingertips can empower members of the Hispanic community to chase their dreams, just as she did.

“It’s so surreal that Cheetos – a family favorite – is sponsoring my fingertips so that we can help mi gente,” Becky G. said in a statement. “Giving back and making positive change in my community is important to me, which is why this collaboration with Cheetos and the Deja tu Huella campaign was a no-brainer. It’s helping open doors for so many young people to leave their mark on the world!”

Uplift Scholarships

In partnership with Cheetos, the PepsiCo Foundation is championing future leaders with Uplift Scholarships to support the Hispanic community by awarding 500 Uplift Scholarships this year to students across 12 different community colleges classified as Hispanic-Serving Institutions (HSIs).

The company said that in the next three years, the PepsiCo Foundation plans to award more than 2,000 additional scholarships as part of its ongoing partnership with Cheetos.

The Uplift Scholarships provided by the PepsiCo Foundation will fund tuition-related costs and support services, including access to emergency grants that would keep students from having to pause schooling, financial management webinars, and opportunities for mentorship with PepsiCo leadership and associates.

Some scholars also will receive support for additional resources such as transportation, housing, and food assistance that will allow them to break through barriers that might hinder their pursuit of education.

More resources to support Hispanic students

Cheetos is launching the Deja tu Huella Tour, hosting events at community colleges across the country surrounding National Hispanic Heritage Month.

With stops in Miami, San Antonio, and Becky G’s hometown of Los Angeles, the Deja tu Huella Tour will reach three community college systems with a collective population of more than 400,000 students, Frito-Lay said.

At each college campus, Cheetos will provide valuable resources intended to support Hispanic students with their future career growth, including resumé reviews, professional headshots, mentorship opportunities and motivational speakers. The tour will also feature music, food, photo opportunities, and more, the company said.

“Our mission with the Cheetos Deja tu Huella campaign is to shine a light on members of the Hispanic community who are leaving their mark on culture and encourage others to do the same by providing funding and support,” Tina Mahal, senior vice president of brand marketing at Frito-Lay, said in a statement. “We’re proud to continue this commitment for the fourth time in a way that’s never been done before with the world’s first fingertip sponsorship of Becky G, a generation-defining artist who has inspired so many young people.”

Frito-Lay North America is the $23 billion convenient foods division of Purchase, New York-based PepsiCo Inc.

Frito-Lay snacks include Lay’s and Ruffles potato chips, Doritos and Tostitos tortilla chips and branded dips, Cheetos snacks, Stacy’s pita chips, PopCorners popped-corn snacks, SunChips multigrain snacks and Fritos corn chips.

The company operates 30+ manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and services 315,000 retail customers per week through its direct-store-delivery model.

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