The art world was left bewildered when Maurizio Cattelan’s “Comedian,” a simple banana duct-taped to a wall, sold for a staggering $6,200,000. This piece of conceptual art, intended to spark discussion about value and meaning, became a viral sensation, and Cheetos, the iconic cheesy snack, saw an opportunity for some playful newsjacking.
Responding to the “frankly insane” news, Cheetos created their own version, dubbed “Mischief by Chester.” Their rendition featured a single Cheeto, carefully affixed to a wall with a piece of electrical tape, mimicking Cattelan’s minimalist approach.
Not just posting on social media, Cheetos then listed “Mischief by Chester” on eBay. The auction garnered significant attention, playing on the absurdity of the original artwork’s price. After a flurry of bids, the Cheeto-on-a-wall sold for an impressive $20,100.10. The successful bidder received not only the “artwork” itself, but also a volume of Cheetos snacks, adding another layer of playful irony to the whole affair.
This clever marketing stunt was a prime example of newsjacking. Cheetos capitalized on the widespread discussion surrounding Cattelan’s “Comedian,” inserting themselves into the conversation with a humorous and self-aware take. By juxtaposing the high-brow art world with their famously low-brow snack, Cheetos created a memorable and shareable piece of content that resonated with a wide audience.
