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Taco Bell
Creating A Taco Subculture

RAN IN: United States

CLIENT
Taco Bell

Brian Niccol - CMO
Chris Brandt - VP, Mktg.
Tracee Larocca - Sr. Director, Brand Experience
Aron North - Sr. Manager, Brand Experience

AGENCY
Draftfcb Orange County *Lead Agency

Yolanda Cassity - EVP, Group Mgmt. Director
Jeff Fox - EVP, Managing Director of Orange County
Teddy Brown - SVP, Executive Creative Director
Jeff Maerov - SVP, Group Creative Director
Ken Muench - SVP, Director of Strategic Planning
Adam Nowak - SVP, Group Creative Director


SUMMARY

By setting out to create a subculture of Doritos Locos Tacos fanatics, we created the largest and most successful product launch in Taco Bells 50-year history. Not only had we shattered sales records by selling 100,000,000 Doritos Locos Tacos in 10 weeks, we reinvigorated the brands place in pop culture.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, Social Networking Sites/Applications, Mobile/Tablet, OOH, PR, Retail Experience, Sales Promotion, Guerrilla, Packaging

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English