The cheesy snack brand also announced a special Winter Olympics-inspired flavor.
Back in October, Cheetos – which has repeatedly made it clear it’s not afraid to try far-out promotional stunts like unexpected new varieties, wild food crossovers, or even a $20,000 set of jewelry – announced that it would be an official sponsor of USA Curling’s quest for Winter Olympic gold. When the partnership was revealed, details of the campaign were relatively sparse, with the whole thing primarily focused around wordplay: Cheetos being an expert in (cheese) curls. But those who didn’t think Cheetos had something else up its sleeve, well, they obviously don’t know Cheetos. The always cheesy snack brand has just kicked its partnership up a notch, releasing a new rap video called “Teach Me How to Curl.”
Enlisting the help of performer Todrick Hall, “Teach Me How to Curl” satires the sound and vibe of the 2010 dance hit “Teach Me How to Dougie” – coopting some common curling moves into a new dance craze. The video also features NFL tight end Vernon Davis, who has been attached to the campaign since it launched, former NFL running back LaDainian Tomlinson, and, of course, an animated Chester Cheetah occasionally riding atop a curling stone.
“I’m always looking to entertain in exciting and unexpected ways. When Cheetos wanted to team up to create a new dance move, ‘The Curl,’ I immediately leapt at the opportunity,” Hall explained about the project, which Cheetos said was also inspired by touchdown dances. “Doing ‘The Curl’ is a blast and I can’t wait to see people get behind this new dance craze and the USA Curling team by sharing their own renditions.”
Along with the dance video, Cheetos also announced a new USA Curling-inspired snack, Cheetos Winter White Cheddar Curls which will be available for a limited time starting on February 12, just a few days after the start of the 2018 Winter Olympics which kicks off on February 9 in Pyeongchang, South Korea.
And in the end, supporting USA Curling is what this is all about. “The more fans who join the movement and do ‘The Curl,’ the more love and excitement USA Curling will feel, bringing the curling team that much closer to sweeping the competition this February,” said Ryan Matiyow, senior director of marketing, Frito-Lay. Translation: If USA Curling doesn’t bring home the gold this year, it’s your fault for not dancing enough!