Cheetos debuted a limited-edition product in a new activation on Friday, showcasing a sparkly new design for its iconic orange Cheetos Puffs bag.

The activation, aimed at Gen Z and younger millennials, took place at Toronto’s Eaton Centre, where a vending machine gave away 300 bags of Glitter Cheetos Puffs to passersby who solved a code. The PepsiCo Foods brand says its goal was to add a glittery touch to its signature orange dust, known as Cheetle, to attract attention.

The media plan involved earned media and influencers. Cheetos also mailed a bright orange box containing the product to major media outlets, and launched a large-format OOH screen with glitter-Cheetle-covered fingers and a live countdown.

Edelman was in charge of the activation, earned media and influencers, with OMD handling the media buy.

PepsiCo Foods Canada senior director of marketing Lisa Allie tells Media in Canada that the product and the initiative mark an evolution for Cheetos, reflecting a shift in design approach that still aligns with the brand’s emphasis on fun.

“We’ve always shown up in unexpected ways…but this marks the first time ever that Cheetle dust itself gets a glittering makeover,” Allie says. “It’s a fresh twist, but it aligns with our brand positioning of mischief and surprising fans through moments of culture.”

She notes that the team aims to boost engagement with brand activations and digital channels, giving younger consumers something to talk about. By creating something visually new in the snack food space, they are able to maximize organic reach, she says, adding that the focus was earned buzz, social amplification and live spectacle.

The activation follows the “Cheetos Top Cheetle” sculpture at Rogers Place ICE in Edmonton for last year’s playoff game between the Edmonton Oilers and Dallas Stars. The 16-foot-tall statue was a Bauer hockey glove with Cheetle-tipped fingers. As part of that activation, PepsiCo also placed a Cheetos scoreboard, which displayed the game countdown while showing the orange fingertips.

Earlier last year, Cheetos also set up the statue in Toronto for the NHL All-Star Game weekend. The company rolled out OOH ads across the city to support the activation, with OMD handling the media buy.