Wow. I’ve seen a lot of advertising and I’ve seen a lot of rebranding. Sometimes tepid, sometimes extreme, but I’m really impressed by the new work that Goodby Silverstein is putting out for Cheetos. Reflecting a strategic shift to move the brand from a kids dominated audience to a more adult one, this work is inspired, quirky and entertaining, drawing its audience into the Orange Underground where random acts of Cheetosness are inspired and encouraged. Not only is it well produced and on message, it’s a nice way to engage an audience and stimulate consumer generated content in a creative way.