Art and marketing collided in a quirky spectacle this week after Cheetos launched its audacious auction of a single Cheetos Puff taped to a wall, dubbed ‘Mischief by Chester’.
The tongue-in-cheek stunt – clearly inspired by the infamous banana-taped-to-a-wall artwork that recently sold for a jaw-dropping $6m – is proving to be just as much of a social media sensation and playful commentary on the modern art world.
A bold nod to ‘Comedian’
The auction follows the viral fame of Italian artist Maurizio Cattelan’s 2019 piece entitled ‘Comedian’: a banana affixed to a wall with duct tape, which recently sold at a Sotheby’s auction for $6.2m. While ‘Comedian’ sparked debate over the definition of art, Cheetos has embraced the concept with a light-hearted twist. Instead of high-concept statements, the snack brand is leaning on humour and pop culture, inviting bidders to join in.
From snacks to statements
As of this writing, the eBay auction for ‘Mischief by Chester’ has attracted 49 bids, with the price exceeding $1,026. The bidding frenzy reflects the power of clever branding in creating buzz around even the simplest objects. The auction, which closes on 28 November – promises not just a framed Cheetos Puff but also a supply of the snack equivalent to the winning bid’s dollar amount.
Flavia Simoes, senior director of Marketing at PepsiCo Foods North America, explained the brand’s motivation.
“Sometimes the simplest idea is the best idea, and after we saw that a banana duct-taped to a wall sold for $6.2 million at auction, it inspired one of our most mischievous and boundary-pushing brands, Cheetos,” said Simoes.
“This was a natural way to tap into a very topical cultural moment and excite our fans. The reaction has been tremendous.”
Art meets marketing
The auction capitalises on the absurdity of viral art trends while showcasing Cheetos’ brand personality: bold, irreverent and unapologetically fun.
An Instagram post announcing the auction takes a playful jab at the banana artwork, stating, “No shade to the prince of potassium, but we think we can do better.”
The post has fuelled a wave of engagement, with fans sharing their own takes on snack-based art and expressing excitement over the chance to win this unconventional masterpiece.
However, the campaign is more than just a publicity stunt for Cheetos – it’s an opportunity to connect with fans in a way that feels both fresh and participatory.
The stunt exemplifies how brands can engage with pop culture in real time to generate buzz. By blending humour, irony and consumer interaction, Cheetos has created a marketing moment that resonates beyond the snack aisle.
By piggybacking on the viral nature of the banana-taped-to-a-wall phenomenon, Cheetos has positioned itself as a playful and culturally aware brand that isn’t afraid to push boundaries.
While ‘Mischief by Chester’ might not fetch millions, its impact on brand awareness is undeniable. With over $1,000 in bids and counting, the campaign has already achieved its goal of sparking conversation and showcasing the Cheetos brand in a bold, creative light.