The launch marks the third consecutive year that the Frito-Lays brand and the Puerto Rican rapper, singer and professional wrestler (aka Benito Antonio Martínez Ocasio) have teamed up for Cheetos’ Deja tu Huella (Leave Your Mark) campaign, an initiative that shines a light on Hispanic communities and calls on fans to leave their mark on all they do.
PepsiCo and its own benevolent foundation have long had a commitment to the Hispanic community – one of its key markets – pledging $172 million in support over five years to further build on its long-standing efforts to address racial inequality.
Since 2020, Bad Bunny’s partnership with Cheetos has included fashion and music collabs, along with charitable donations. The 2021 campaign saw the roll out of one-of-a-kind fashion collaboration with adidas to benefit the Estudiante Fund, which saw profits from the sale of the collection – along with a top up from Cheetos – provide $500,000 to fund scholarships for fans who were leaving their mark on their communities.
The duo are now on the hunt for 20 exceptional Hispanics living in the US and Puerto Rico who have the potential to effect positive change – and will award them $25,000 each for their efforts.
Ready to make your mark?
What would you do for a chance to win this prize from the Deja tu Huella Fund?
If you can make a mark, Chester Cheetah and Bad Bunny want you to crow about it.
Between 18 July and 19 August, fans are invited to create a TikTok video on how they would use $25,000 to make a positive impact on Hispanic communities in the US and Puerto Rico – be it through art, music, fashion, food, education, community service or anything else: you have the power to transform the world around you, so do it!