Cheetos has crashed back into Indonesia like it never left, but instead of just showing up with chips, it brought chaos, laughter, and a haunted living room.
After three years off shelves, Cheetos relaunched in 2025 with a full-blown horror-comedy campaign that’s as crunchy as it is clever. The spot opens on two teens watching a scary movie, tensions rising, snacks in hand, until Dad appears with his best “midnight munchie monster” move. What he doesn’t know is this family runs on mischief. He gets out-pranked. And it’s glorious.
The tagline? “Mischief is back.” And it really is.
But this isn’t just a funny ad. It’s a full-blown cultural re-entry. Cheetos is now being made locally in PepsiCo’s massive new $200 million factory in West Java, meaning the snack is coming home, with that signature orange dust, but extra attitude.
The campaign is clever on multiple levels. It taps into Indonesia’s obsession with horror (yes, the genre dominates local box offices), mixes it with slice-of-life family moments, and tosses in that trademark Cheetos mischief. There’s something wildly relatable about a dad trying to sneak snacks and failing, especially when the kids are two steps ahead.
Leo Indonesia nailed the tone. The visuals feel cinematic. The humor feels local. And the product? It becomes part of the joke, not just a prop. Cheetos isn’t selling chips, it’s selling the thrill of sharing something naughty, hilarious, and just a little crunchy around the edges.
Key Takeaway:
This isn’t a snack ad, it’s a mischievous little short film that relaunches Cheetos not with nostalgia, but with narrative. By tapping into local humor, horror tropes, and family dynamics, the brand makes its return feel less like a re-entry, and more like a sequel we didn’t know we were waiting for.