Snacks and luxury jewels: the combination is an idea of the American brand Cheetos.
Would you buy a jewel to $ 20,000 from a producer of junk food? It happens in the United States, and this should give pause to those who complain of Millenials who are not quite interested in high quality jewelry. To propose earrings and ring is Cheetos, producer of corn flour snacks in taste cheese, which is part of the PepsiCo group. After proposing clothes and cheap accessories, Cheetos now proposes a single piece composed of 18 karat gold earrings and a ring with a big sapphire orange, with a pavé diamonds. Price: $ 20,000. The idea is to Matiyow Ryan, senior director of Marketing of Cheetos. “This year, we tried to change with the creation of a collection of truly unique objects”, he explained. The jewels, in particular, were made by a jeweler in Dallas Fort Worth. More than the jewel in itself, however, it is surprising the idea that a luxury jewel is offered through a so little traditional channel and a brand as cheap (but also chip in this case). Who knows if in Europe would be possible a marketing transaction as this ? Federico Graglia
