Megan Thee Stallion & Nickelback - Pickle’s Back

Frito-Lay has teamed up with Megan Thee Stallion and Nickelback for a high-energy music video campaign promoting its Flamin’ Hot Dill Pickle Cheetos. The film reimagines the band’s 2001 hit How You Remind Me with new lyrics and a tongue-in-cheek tone, combining humour, spectacle and action sequences like a heist, truck chase and explosive bursts of Cheetos dust to grab attention in an increasingly crowded media landscape.

According to PepsiCo Foods U.S. chief creative officer Chris Bellinger, the goal is not just to generate views but to spark genuine engagement and sharing among younger audiences. The campaign leans into the idea that while impressions can be bought, cultural traction cannot, aiming instead to create a piece of content people feel compelled to send to friends. This strategy reflects a broader shift toward entertainment-driven marketing designed to earn attention rather than simply capture it.

The push builds on the cult popularity of the limited-edition flavour, which initially launched to strong demand and quickly sold out, even appearing on resale platforms at inflated prices. Despite being a polarising taste, the combination of spicy heat and dill pickle tang has developed a passionate fan base, amplified by social media buzz and Megan Thee Stallion’s own enthusiasm for pairing the snack with real pickles. By tapping into that fandom and elevating it through pop culture collaboration, Frito-Lay turns a niche product into a broader cultural moment.