Cheetos returns to Indonesia with a side of mischief and pop culture

Years after disappearing from store shelves, Cheetos is making a comeback in Indonesia - and it’s doing so with a distinctively local twist. With a campaign centred on horror, humour, and a dose of family mischief, PepsiCo Indonesia is betting that nostalgia and pop culture will help reintroduce the snack to a new generation.

Launched earlier this year, the “Mischief is back” campaign marks a bold re-entry strategy, with Leo Indonesia leading creative duties. The relaunch kicks off with a horror-comedy short film titled “Mischief: It’s a family thing”, which quickly veers from suspenseful to silly.

In the film, two teenagers watching a scary movie are startled by a mysterious hand reaching for their Cheetos - only to find it belongs to their father, who’s just as hooked on the snack as they are. The cheeky tone is unmistakable, and that’s the point.

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“This campaign embraces the unexpected and pure fun that you can expect with every bag of Cheetos,” said Rika Sandi, marketing director at PepsiCo Indonesia. “It's a pure-hearted, mischievous story that beautifully delivers a playful product experience.”

The return is underscored by two flavours - Cheese and Cheesy Roasted Corn - classics that Indonesian fans have been missing since the brand’s exit in 2021. But rather than rely solely on nostalgia, the campaign leans hard into pop culture relevance, capitalising on Indonesia’s continuing love affair with horror films.

According to data cited in the campaign, around 60% of Indonesian films released in 2024 fell within the horror genre, pointing to an audience deeply engaged in fear - but also, increasingly, in humour-laced fear. This insight provided fertile ground for a campaign that straddles both suspense and slapstick, reflecting family dynamics that feel familiar and local.

“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,” added Hanussa Hamzah, senior marketing manager at PepsiCo Indonesia.

The spot, directed by Kiran Koshy and produced by Think Tank Nusantara, is more than just a TVC. The mischievous DNA of the brand extends to digital and physical touchpoints: social media activations, in-store displays, and broader brand storytelling.

“Research suggests that genetics can influence personality traits - even mischief,” said Ravi Shanker, chief creative officer at Leo Indonesia. “Cheetos celebrates mischievousness, and with this campaign, we embraced the fun, playful side of families where mischief runs in their DNA.”

Previously, it was reported that PepsiCo invested around US$200 million to establish a new snack production facility in Cikarang, West Java, to support the return of Cheetos.

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