What was the problem?
After three years in the making, Taco Bell had a lot riding on the launch of Doritos Locos Tacos.
What was our inventive solution?
Taco Bell came to us for new ways to promote awareness, trial, and ultimately, to sustain customers on the new product. We started by zeroing in on Doritos eaters, inviting non-heavy QSR customers to come in and give Taco Bell a try. We relied heavily on Social Media to support the traditional media, and kept things fresh as Taco Bell rolled out new popular flavors of Doritos to keep the excitement alive. But we didn’t stop there. For the first time in more than 15 years, we convinced Taco Bell to use custom crew wear that promoted the new offering, and we created some of the most innovative, inventive POP the industry had ever seen outside of and in-store.
Did it work?
Boy, did it ever! It was the largest, most successful product launch in QSR history, becoming a billion dollar “brand” in just over one year.