and Cheetos Whirls are all finished with a drying stage in large ovens. As of 2010, Frito-Lay has 14 fried-Cheetos plants in 11 states throughout the United States. Marketing The first Cheetos mascot was the animated Cheetos Mouse, which debuted in early 1971. The Cheetos Mouse spoke with an upper-crust accent, and typically wore a three piece suit. He used the slogans "Chee-tos. Cheese that goes crunch!" and several years later, "Hail Chee-sar!". The mouse was seen in television commercials and print ads for Cheetos, until the character was phased out around 1979. The Cheetos brand is commonly recognized by association with its second and current mascot, an anthropomorphic sly, smooth-voiced cartoon cheetah named Chester Cheetah. Chester first appeared in television commercials in 1986, known for concluding Cheetos advertisements with slogans, which have evolved over time. He used both "The cheese that goes crunch!" and "It ain't easy bein' cheesy" as slogans from 1986 to 1997, and then "Dangerously cheesy" from 1997 onwards. In 2003, Chester was first rendered as a computer-generated character in the United States, while continuing to appear in a traditionally-animated form in some other countries where the brand is sold. Beginning in 2008, Cheetos advertising and promotion broadened in regards to age appeal, with a revised focus on an adult demographic. In this personification, Chester speaks with a mid-Atlantic accent and encourages people to use their Cheetos in acts of revenge or to solve problems. In February 2009, Cheetos was the subject of its first Super Bowl commercial. In the , 30 second advertisement, a "loud, chatty woman" is talking on her mobile phone at a restaurant. Chester the Cheetah persuades another customer to toss Cheetos onto the ground, attracting a flock of birds to drive away the obnoxious loud-talking customer. The scenario depicted in this commercial exemplifies the adult-oriented themes of subversion and revenge, which continue to be prevalent in Cheetos advertisements produced since 2008. In 2009, Frito-Lay invited popular blog Boing Boing to feature online ads for Cheetos. The blog contracted Johannes Grenzfurthner (of monochrom) to create an artistic campaign for the product. On August 15, 2017, Frito-Lay announced the opening of its The Spotted Cheetah pop-up restaurant in New York, with dishes made with Cheetos with chef Anne Burrell. According to the Wall Street Journal, the restaurant's reserve spots quickly sold out. See also Cheez Doodles Cheezies Kurkure List of brand name snack