{"id":20433,"date":"2018-03-27T20:54:00","date_gmt":"2018-03-28T00:54:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20433"},"modified":"2026-09-24T20:56:16","modified_gmt":"2026-09-25T00:56:16","slug":"cheesy-rider-a-look-back-at-the-cheetos-mouse","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/cheesy-rider-a-look-back-at-the-cheetos-mouse\/20433\/","title":{"rendered":"Cheesy Rider: A Look Back at the Cheetos Mouse"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before Chester Cheetah proclaimed his favorite orange dusted, cornmeal snacks to be \u201cdangerously cheesy,\u201d another character represented the Cheetos brand. He was the Chee-tos Mouse, and he loved the \u201ccheese that goes crunch.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Cheetos - Cheese That Goes Crunch (1971)\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/u8agYCXVojY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s not a typo in his name either. Before 1998, the Cheetos brand was stylized as \u201cChee-tos\u201d with a dash for historical accuracy. The Chee-tos Mouse made his debut in the early 1970s and was originally designed by illustrator Paul Coker Jr. His commercials were brought to life by creatives at the ad agency Phil Kimmelman &amp; Associates.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-provider-youtube wp-block-embed-youtube\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/youtu.be\/Na6t213G-V0\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">His campaign was one that was full of adventure, as the Chee-tos Mouse loved to travel with a bag of his crunchy snacks by his side. Howard S. Kaplan, a former copywriter at Phil Kimmelman &amp; Associates, wrote in his book <em><a href=\"https:\/\/books.google.com\/books?id=5-1VGuLtXiEC&amp;pg=PA56&amp;dq=%22cheetos+mouse%22&amp;hl=en&amp;sa=X&amp;ved=0ahUKEwjJ4fzS6ovaAhVF04MKHfpoAOwQ6AEILzAB#v=onepage&amp;q=%22cheetos%20mouse%22&amp;f=false\">Ninety Degrees at 49<\/a><\/em> that the Chee-tos Mouse dabbled in a bevy of worldly occupations. He was an astronaut landing on the moon and completely fine with discovering the planet wasn\u2019t made from cheese because he already had the delicious baked cheese that goes crunch. He portrayed \u201cJulius Cheeser,\u201d eating the noblest cheese of them all from his chariot. And in the above commercial spot, the Chee-tos Mouse was able to \u201cfly through the air with the greatest of cheese\u201d as a WWI flying ace.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/03\/cheetos_mouse_cheesy_rider.jpg\" alt=\"\" class=\"wp-image-6933\" style=\"aspect-ratio:0.6571741511500547;width:1200px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">But the Chee-tos Mouse might be best known for one of his most famous spots, \u201cCheesy Rider\u201d which was a lighthearted play off of the film <em>Easy Rider<\/em>. <a href=\"http:\/\/storyboardcentral.blogspot.com\/2011\/11\/storyboard-history-class-bill-peckmann.html\">Bill Peckmann<\/a> designed the storyboards alongside Kaplan who provided the character\u2019s narrative as he sped through the desert on his motorcycle. <em>\u201cThey call me\u2026 Cheesy Rider. Why? Because I ride with cheese that goes crunch: Chee-tos brand cheese-flavored puffs. Two for the road: quick-fried to a crackly crunch and baked to a delicate crunch. Chee-tos\u2026 Cheese that goes crunch.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unfortunately, the Chee-tos Mouse was phased out at the end of the 1970s to make way for Chester Cheetah\u2019s debut in the \u201880s. But we kinda like that one of our last memories of the Mouse was of him heading off into the sunset on his bike. On the road, yet again \u2014 and with an extra Cheetos bag for the trip.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Before Chester Cheetah proclaimed his favorite orange dusted, cornmeal snacks to be \u201cdangerously cheesy,\u201d another character represented the Cheetos brand. He was the Chee-tos Mouse, and he [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20434,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cheesy Rider: A Look Back at the Cheetos Mouse | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/cheesy-rider-a-look-back-at-the-cheetos-mouse\/20433\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cheesy Rider: A Look Back at the Cheetos Mouse\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Before Chester Cheetah proclaimed his favorite orange dusted, cornmeal snacks to be \u201cdangerously cheesy,\u201d another character represented the Cheetos brand. 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