The Hispanic-focused push includes sponsoring Latin categories at the American Music Awards
Cheetos and Bad Bunny are Rallying Fans in Latinx-Forward Campaign, Calling on the Next Generation to Deja Tu Huella
27 de octubre de 2020

In Latino culture, there is a phrase that embraces the action of pushing boundaries with your unique individuality: deja tu huella, "leave your mark" in English. With this sentiment as the inspiration, Cheetos today announced a new multi-platform initiative designed to rally the next generation to leave their mark on culture — whether through music, fashion, entertainment or more.

Cheetos is using this program to encourage and celebrate the playfulness and spontaneity so many fans display every day — while shining a light on the community that first embraced deja tu huella. Hispanic culture has shaped American pop-culture, and Cheetos wants to celebrate and help lift up this community.

Cheetos is collaborating with global Latin superstar Bad Bunny to develop content to serve as the anthem behind this cultural movement. The first-ever collaboration will be unveiled during the "2020 American Music Awards" (AMAs) on Sunday, Nov. 22, at 8:00 p.m. EST/PST on ABC. As part of the AMAs partnership, Cheetos will continue to support artists who are leaving their mark by sponsoring the expansion of the Latin award categories including Favorite Male Artist, Favorite Female Artist, Favorite Album and Favorite Song.

"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," said Marissa Solis, SVP of marketing, Frito-Lay North America. "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."