Under the slogan ‘Size matters (when we talk about snacks)’, Pepsico has announced the launch of Cheetos Giants, twice as big as usual. To present such a big snack, a stage was needed to match its size. Hence the choice of the two giant screens at Callao City Lights, in Madrid’s Plaza del Callao, in the very heart of Madrid.

The action included a different message each day, which was geo-contextual in nature, taking into account the day and the weather at the time of the advertising impact. The messages made it very clear how big the new Cheetos Giants are, comparing them to all those things we are looking forward to, from ‘summer finally arriving’ to ‘your crush suggesting a great plan’.

In addition, the campaign, which also ran on TV, online and other outdoor media, served to announce that Cheetos Giants are coming with more flavour than ever and in two variants: Extra cheese, with a plus for cheese lovers, and Flamin’ hot, with a spicier touch for the more daring palates.