Like - The Utz Girl

She is not like the other girls. The Utz Girl is one of my favorite little bits of branding. She’s just chilling and eating potato chips on top of the “U” while making really good eye contact with her huge eyes. She looks a little possessed with that wild smile and evil doll-adjacent makeup on her cheeks. But then you see the bow in her hair and the shirt and you realize that’s just her style. It might be yours too if you had a head that round because you know she isn’t wearing a Bump It. She’s just a cartoon and not a real-looking one at that. Not that she needs to be a real girl either. In fact, Utz has actually made some Pixar-ish ads where she loses her charming je ne sais quoi. I think that happens because her cartoonish form accurately captures the essential tenseness of making eye contact with someone while putting your hand into a big bag of chips. Her face says, “Okay, you caught me. So what are you going to do about it?” Except, she already knows. You are going to open your own bag of chips and do the exact same damn thing.