The blockbuster debut arrives as the Flamin' Hot segment continues a winning streak. The PepsiCo-owned marketer cited data that the spicy-salty snacks category has seen a 12% increase in sales over the past four years, along with robust online discussion. Consumers posted nearly 800,000 tweets about Cheetos Flamin' Hot over a year-long period, Frito-Lay said, without specifying the time frame.

Frito-Lay is enacting an aggressive Super Bowl push this year as snack sales remain resilient. Its Lay's brand is returning to the event with its first ad in 17 years. The mysterious campaign, which has dropped two teasers, centers around actor Seth Rogen. PepsiCo's beverage lineup will also be front-and-center, as Pepsi is the halftime show sponsor, though the soft drink isn't running an in-game spot.

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