Marketing Currents - Business and Marketing Current Events

Celebrate Cheetos 75th birthday with The Mark of Mischief


While snack fans understand that those Cheetle fingers are a badge of honor, another component of being a fan is going to be front and center. For Cheetos 75th birthday, it is time to celebrate the Mark of Mischief and Chester will be leading the event.

Click here to read the story at

Discussion Questions:

  1. What is branding?
  2. Why do you think some businesses choose to use a mascot with their advertising?
  3. How might a mascot be representative of the brand?
  4. Who is the Cheetos’ mascot?
  5. Why do you think the mascot figures so prominently in Cheetos’ marketing?
  6. Based on what you learned from this story, what is the brand doing to celebrate its 75th birthday from a marketing perspective?
  7. What is promotion?
  8. How is a sweepstakes promotion?
  9. Based on what you learned from this news story, what type of sweepstakes promotion is Cheetos offering as part of its 75th birthday celebration?
  10. What is digital marketing?
  11. Why is a good digital marketing strategy important to businesses and brands?
  12. What is Cameo?
  13. How is Cheetos using Cameo to reach consumers as part of the 75th birthday marketing campaign?
  14. What is consumer engagement?
  15. How might the Cameo initiative boost levels of consumer engagement?
  16. What is Mark of Mischief?
  17. Why do you think Cheetos’ incorporated a fashion show as part of the celebration? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.