Cheetos, Bad Bunny partner on inspiring the Latinx community

Cheetos is looking to inspire the Latinx community with the help of a major superstar.

The Plano, Texas-based company is partnering with musician Bad Bunny on a brand-new campaign — “Deja Tu Huella,” translated to “Leave Your Mark” in English.

Through this initiative, the Cheetos brand looks to not only inspire the next generation to leave their mark on culture but also celebrate the way Hispanic culture has influenced American pop-culture, the company said.

As part of this campaign, Cheetos will work with Bad Bunny on content to serve as the anthem behind this initiative. The first part of the collaboration will be unveiled on Nov. 22, during the 2020 American Music Awards.

“I’ve been so fortunate to be able to embrace my roots and culture and express it through music and entertainment,” said Bad Bunny, from Puerto Rico and the first Latin music artist to appear on the cover of Rolling Stone magazine. “I want to encourage others to be passionate in whatever they set their mind to. DEJA TU HUELLA!”

In addition, Cheetos will be making a $500,000 commitment, in collaboration with Bad Bunny’s Good Bunny Foundation, to the Latino community. This donation complements the recently announced PepsiCo and PepsiCo Foundation commitment, which will be donating a total of $170 million over the next five years to address racial inequality and create opportunity, the company said.

“It’s undeniable that Hispanic culture has shaped American pop culture.  And it's that culture that has inspired much of Cheetos initiatives in food, fashion and entertainment,” Marissa Solis, senior vice president of marketing at Frito-Lay North America said. “On the heels of Hispanic Heritage Month, we’re proud to kick off a campaign that pays tribute to the Latinos who are pushing boundaries and rewriting the rules. And, we’ll have a lot of fun along the way when we see what Mr. Bunny and Mr. Chester have in store for fans this November.”