PepsiCo transformed the Cheetos product line into a fully immersive, 10-room world called Cheetos Cheesy Verse in the heart of Mexico City. Each room brought a different snack to life through floor-to-ceiling saturated oranges, hypnotic swirls and striking cheetah spots, creating environments built to be explored, photographed, tasted and shared. The project earned PepsiCo the 2025 Award of Excellence – Immersive & Experiential: Immersive Brand Experience. Check out the pop-up to see a universe fit for Chester himself.