Cheetos debuts Do The Curl video to promote curling across the US

Jan. 09, 2018, 7:02 a.m. (ET)

Contact:

Joan Cetera

Frito-Lay

972-334-3694 (office)

Joan.Cetera@pepsico.com

 

The Dance Craze of 2018 is… the Curl?!

Cheetos Teams Up with Todrick Hall, Vernon Davis and LaDainian Tomlinson

to Release New Music Video “Teach Me How to Curl,” Rallying Support for USA Curling

Creators of New Cheetos Winter White Cheddar Curls Ask America to #DoTheCurl to Show their Love for One of the Country’s Most Underappreciated Sports

            PLANO, Texas (January 9, 2018) — Americans love their sports, but not all sports get the love and attention they deserve. That’s why USA Curling and Cheetos, one of the flagship brands from PepsiCo’s Frito-Lay division and makers of new, limited edition Cheetos Winter White Cheddar Curls, are teaming up to dance - and curl - their way into America’s hearts. Cheetos tapped musical sensation Todrick Hall and pro football friends, Vernon Davis and LaDainian Tomlinson, to create a new dance move, “The Curl,” designed to win support for the unsung heroes of the sheet (that’s the ice for curling newbies) leading up to USA Curling’s big competition this February. The music video, “Teach Me How to Curl,” is available now on Todrick’s and Cheetos’ social channels.

            Inspired by the beloved tradition of the touchdown dance, Cheetos looked to America’s most popular sport, football, for inspiration and enlisted two of its all-stars to lend flare to “The Curl.” Pro football tight-end and curling fan, Vernon Davis, and professional football legend and dancer extraordinaire, LaDainian Tomlinson, joined Todrick Hall to teach America how to #DoTheCurl in the new video. As a show of solidarity behind the sport and USA Curling team, Cheetos is encouraging fans worldwide to get in on the fun and share their own curl dance using #DoTheCurl.

            “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,” said Todrick Hall, singer, dancer and entertainment triple-threat. “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.”

While Chester Cheetah has been focusing his mischievous energy on curling, let’s not forget that Cheetos is still the expert in a different kind of curl, cheese curls. The brand will debut the new, dangerously cheesy Cheetos Winter White Cheddar Curls, available for a limited time beginning February 12 – so you can #DoTheCurl on and off the dance floor, or the ice.

“The Cheetos brand prides itself on adding a little mischievous flare to whatever we do, whether it’s supporting a sports organization or opening a new restaurant. We hope our fans join us this winter by getting behind ‘The Curl,’ and supporting USA Curling” said Ryan Matiyow, senior director of marketing, Frito-Lay. “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.”

Fans can follow #DoTheCurl to join the rallying cry for USA Curling, witness fellow fans’ epic curling moves, and share their own sweeping skills while learning more about the sport. For more information about upcoming activations, visit www.Cheetos.com and follow Cheetos’ social channels:

Instagram: @Cheetos

Twitter: @ChesterCheetah

Facebook: @Cheetos

 

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About Cheetos

Cheetos is one of many Frito-Lay North America brands – the $15 billion convenient foods division of PepsiCo, Inc. (NYSE: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter http://www.twitter.com/fritolay. Learn more about Cheetos by visiting www.facebook.com/Cheetos.

 

About PepsiCo

PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

 

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About USA Curling

 

USA Curling is headquartered in Stevens Point, Wis., and is the National Governing Body (NGB) for the Olympic and Paralympic sport of curling. As the NGB, USA Curling is committed to sustained growth of the sport through competitive excellence. To learn more, go to www.usacurl.org.