Cheetos has partnered with global music icon J Balvin for its 2024 Deja tu Huella (“Leave Your Mark”) campaign, celebrating individuals who positively impact their communities through art, education, music, and more. The initiative, launched in 2020, provides resources and funding to empower these changemakers.

As a passionate advocate for uplifting the Latino community through his Vibra en Alta Foundation and music, J Balvin will help inspire the next generation and identify the campaign’s new ambassador. Fans can apply via QR codes on limited-edition Cheetos Salsa con Queso bags or at Cheetos.com/dejatuhuella through August 26, 2024.

Highlights of the campaign include:

• TV Ads: Featuring J Balvin flaunting his iconic “Cheetle-covered” fingertips as a symbol of leaving a mark.
• Billboard Latin Music Week Event: The introduction of the new Deja tu Huella ambassador.
• Community College Tour: Cheetos and J Balvin will visit Hispanic-Serving Institutions in Miami, Dallas, and Los Angeles, hosting mentorship events, competitions, and workshops, along with awarding scholarships via the PepsiCo Foundation.

This collaboration aims to inspire and support future leaders, fostering growth and celebrating Latino culture.