This year's ambassador will receive
$25,000, a place alongside J Balvin
at Billboard Latin Music Week and a spot on the Cheetos Community
College Tour this fall
PLANO,
Texas, July 31, 2024 /PRNewswire/ -- After
teasing the involvement of a music icon earlier this summer,
Cheetos is revealing its partnership with international superstar
and entrepreneur J Balvin for this year's Deja tu Huella
campaign.
Deja tu Huella, which translates to "Leave your Mark" in
English, is a phrase known in Latino culture to celebrate the
inspiring work people are doing in their community to uplift
generations to come. With this rally cry as inspiration, Cheetos
created the Deja tu Huella campaign in 2020 to celebrate those
across the country who are leaving a mark on their communities
through art, education, music, technology, fashion and more. For
years, the brand has supported these individuals with funding and
resources to continue pursuing their passions. Now, J Balvin is
joining Cheetos' mission, and the brand is welcoming him into the
Deja tu Huella family in a way only Cheetos can: by sponsoring his
iconic, orange-dusted fingertips.
J Balvin has undoubtedly left a long-lasting impact on the
Latino community by bringing Reggaeton to the global stage, uniting
people across the world through his music and helping the community
through his Vibra en Alta Foundation. By giving back and uplifting
the community, he aims to support the next generation by creating
opportunities, fostering growth and ensuring a brighter future. He
is now joining the brand to lead this year's effort to inspire
others to leave their own mark and help the brand find the next
person whose fingertips Cheetos will sponsor as the next Deja tu
Huella Ambassador. The Deja tu Huella Ambassador network includes
20 inspiring individuals who have leveraged their talents to make a
positive impact in the Latino community. To apply, fans can either
scan the QR code found on bags of limited-edition Cheetos Salsa con
Queso or head to Cheetos.com/dejatuhuella.
"As a longtime fan of the Deja tu Huella campaign, it means a
lot to me to team up with Cheetos to give back to the community
that has given me so much throughout my career," said J Balvin.
"There are so many incredible people out here inspiring change and
showcasing the beauty of our Latino culture. It's about breaking
barriers and pushing boundaries for the next generation. I'm
honored to join Cheetos in supporting their campaign and share with
others who are destined to leave a mark in their own unique
way."
To help spread the news of the Deja tu Huella campaign, Cheetos
is releasing new TV commercials that can be watched here and
here to accompany the partnership announcement. In the
commercials, J Balvin shows off his Cheetle-covered fingertips with
pride everywhere he goes – whether on the red carpet or out to
dinner – and those around him notice the mark he's left,
demonstrating how his fingertips can empower and inspire
individuals to leave their own mark. Fans can also watch the impact
he's made on culture in a new digital video here.
"Cheetos is committed to uplifting the Latino community to
provide them with the tangible support needed to unleash their full
potential and continue impacting their communities in big ways,"
said Tina Mahal, senior vice
president of marketing at PepsiCo Foods North America. "The impact
J Balvin's made through his music and work with his Vibra en Alta
foundation will help shine light on a community that truly embodies
Deja tu Huella's spirit."
Supporting the Next Generation with Inspiring Events and
Scholarships
This fall, during a can't-miss fan and music
experience as part of Billboard Latin Music Week, J Balvin and
Cheetos will head to Miami to
introduce the newest Deja tu Huella Ambassador.
Once announced, the new ambassador will hit the road with
Cheetos in October on a three-stop community college tour to bring
more visibility to their platform and help provide valuable
resources to support career growth. The Cheetos Community College
Tour will feature events and opportunities including Culinary
Creator competitions and workshops, along with networking and
mentorship sessions, and the PepsiCo Foundation will award
scholarships along the way. Throughout the tour, Cheetos will reach
and support thousands of students at Hispanic-Serving Institutions
(HSI) in Miami, Dallas and Los Angeles.
Applications to become the next Deja tu Huella ambassador will
remain open through August 26, 2024.
To apply, fans can head to the website or scan the on-pack QR
code found on limited-time Cheetos Salsa con Queso bags, now
available nationwide, or scan the on-pack QR code found on
limited-time Cheetos Salsa con Queso bags, now available
nationwide.
For more information about the campaign and how to get involved,
visit Cheetos.com/dejatuhuella.
About Cheetos
Cheetos® has been delivering delicious cheesy snacks and
making mischief with orange-covered fingertips for more than 75
years. Cheetos believes you should never lose your mischievous
spark or playful spirit regardless of what life brings. It is one
of the many brands that make up Frito-Lay North America,
the $25 billion convenient foods division of PepsiCo,
Inc. Follow Cheetos on X (@ChesterCheetah), Instagram (@Cheetos),
YouTube (@Cheetos), Facebook (Cheetos) and TikTok (@Cheetos).
About PepsiCo
PepsiCo products are enjoyed by
consumers more than one billion times a day in more than 200
countries and territories around the world. PepsiCo generated more
than $91 billion in net revenue in
2023, driven by a complementary beverage and convenient foods
portfolio that includes Lay's, Doritos, Cheetos, Gatorade,
Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product
portfolio includes a wide range of enjoyable foods and beverages,
including many iconic brands that generate more than $1
billion each in estimated annual retail sales. Guiding PepsiCo
is our vision to Be the Global Leader in Beverages and Convenient
Foods by Winning with pep+ (PepsiCo Positive). pep+ is our
strategic end-to-end transformation that puts sustainability and
human capital at the center of how we will create value and growth
by operating within planetary boundaries and inspiring positive
change for planet and people. For more information,
visit www.pepsico.com, and follow on X
(Twitter), Instagram, Facebook,
and LinkedIn @PepsiCo.
About J Balvin
J Balvin is a highly decorated global
superstar and entrepreneur with wins across Billboard Music Awards,
American Music Awards, Latin GRAMMYs and many others. Originally
hailing from Medellín, Colombia, the illustrious reggaeton superstar
is one of the best-selling Latin music artists with sales of more
than 35 million records worldwide. He has steadfastly broken
cultural barriers and become one of the Top 10 most globally
streamed artists, developing legions of fans worldwide. With
passions spanning across music, fashion, art and mental health,
Balvin continues to lead the charge for representation across
industries. His commitment to inspire and uplift the next
generation, J Balvin launched his philanthropic initiative, Vibra
En Alta, a private foundation that educates and empowers
individuals by providing them with the tools they need to be the
best version of themselves. With his finger on the pulse of
the worlds of entertainment, fashion, digital culture and beyond,
Balvin has time and again proven to be an unstoppable force and
inspiration to emerging artists, entrepreneurs and the Latin
community.
![J Balvin and Cheetos on the Red Carpet J Balvin and Cheetos on the Red Carpet](https://mma.prnewswire.com/media/2472374/J_Balvin_and_Cheetos_on_the_Red_Carpet.jpg)
![Cheetos Deja tu Huella "Restaurant" TVC Cheetos Deja tu Huella "Restaurant" TVC](https://mma.prnewswire.com/media/2472372/Cheetos_Balvin_Restaurant.jpg)
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SOURCE Frito-Lay North
America