Doritos® Locos Tacos
Creating a BILLION dollar brand for Taco Bell® with Doritos® Locos Tacos
THE CHALLENGE
After three years in the making, Taco Bell had a lot riding on the upcoming launch of Doritos Locos Tacos. They were finally ready to introduce the world to this new product, but after two failed test markets, they knew they needed to do something different because this was their last shot.
THE SOLUTION
Taco Bell approached us for new ways to promote awareness, trial, and ultimately, to sustain customers on the new product. We started by focusing our efforts on Doritos eaters, inviting this new, non-heavy QSR customer to come in and give Taco Bell a try.
The result was Doritos Locos Tacos became the most SUCCESSFUL product launch in QSR History, becoming a $BILLION brand in its first year!
Breakfast Defectors
THE CHALLENGE
Taco Bell was attempting to break into the Breakfast segment. There was huge risk in doing so, and traditional media could only accomplish so much. How can we differentiate our messaging?
THE SOLUTION
By developing a campaign aimed at the “rebel” in many of us, especially the current Taco Bell consumer, we worked with both Taco Bell management and their Ad Agency to create the Breakfast Defectors campaign. In addition to the unique traditional media spots and messaging that was created, we also developed a very robust and unique Social Media Influencer program where we created a completely custom crate of items for each and every one of the 100’s of influencers we targeted.
The results were amazing, with Taco Bell almost over-night becoming the second biggest breakfast provider in the country.
Becoming a Life-Style Brand
THE CHALLENGE
Traditionally, food at many QSRs has been viewed more as fuel than a new, fun experience. In 2010, Taco Bell was following the path of many of its competitors by pushing primarily value menus, which puts increased margin on sales and margins.
THE SOLUTION
Change what the Brand stands for. Taco Bell has long been an “Explorer Brand” that inspires people to break the pattern of predictability and try things they have never tried before. Recognizing this, we set out to create a cultural shift that started with tone, look and feel for the entire brand.
Enter LIVE MAS, an idea to inspire customers and employees to never stop exploring. Taco Bell was becoming a genuine life style brand, as evidenced by the LIVE MAS Retail Store (that we created the merchandise for as well).