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Taco Bell
Quesalupa is #BiggerThan

RAN IN: United States

CLIENT
Taco Bell

Marisa Thalberg, Chief Marketing Officer
Tracee Larocca, VP, Brand Creative Director

AGENCY
Deutsch LA *Lead Agency

Walt Smith, EVP, Group Account Director
Katie Klages, SVP, Account Director
Lindsey Allison, EVP, Co-Director Strategy
Brett Craig, EVP, Executive Creative Director
Ken Slater, VP, Creative Director
Andy Pearson, VP, Creative Director
Ryan Lehr, SVP, Creative Director
Erick Mangali, SVP, Creative Director


DigitasLBi


Edelman


Mediavest|Spark


SUMMARY

Taco Bell needed to launch its next big product, the Quesalupa, in the Super Bowl. When brand conversation drops off less than 24-hours after the game ends, Taco Bell needed to flip the script on how a product traditionally launches in the Super Bowl by building hype well before kick-off. To become a part of pop culture, we took a page from the biggest pop icons in music and followed their lead to make Quesalupa #BiggerThan. Sales goals quadrupled and we increased brand affinity among fans by 19%.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;ECOMMERCE;INTERACTIVE/ONLINE;MOBILE/TABLET;PR;RADIO;RETAIL EXPERIENCE;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV

Audience: 18-35 year olds

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Local;National

Language: English