Doritos Locos Tacos
A shell. A Taco Shell. A Taco shell made out of Doritos. Genius. Put this product out there and it will sell because who would NOT like this right? This product shouted at the world: come and buy me! Then the people that did buy it, loved it and shouted that to the world. What did we do? We helped an already awesome product by giving it a platform for everyone to shout about it and spread the word. The consumers went with it and loved it. The results? Not only the most successful product launch in Taco Bell history, it is the most successful product launch in FAST FOOD HISTORY. Too many thing to count: an article that compared the Doritos Locos Taco to the Ipod and Iphone in terms of it’s sales and cultural impact, South Park mentions, and a personal favorite Jon Stewart and Stephen Colbert mentions! This was an exciting thing to be a part of, here is just a few parts of the story of the journey.
Creative/Production Team Contributors:
Jeff Perino, Jim Phox, Terri Bevacqua, Jeff Maerov, Adam Nowak, Adam Tompkins, Dave Clark, Teddy Brown, Patrick Moore, Nick Micale, Mike Alfaro, Curtis Elliot, Taylor Wilson and many more.
Campaign Video
Local Legend Video
Prior to the launch of the product we wanted to build up even more anticipation with a tease. This was a tweet-off where the winner, the person who got re-tweeted the most, would get the Doritos Locos Tacos delivered and served in their hometown before anybody else’s hometown in the country. Needless to say, it was a huge success and this guy below Zach Smith, won (and became his town’s homecoming king on top of it all).
Ah Facebook. It is quite an addiction isn’t it? Well we galvanized the over 8 million Taco Bell friends on facebook to help amp up the anticipation for the launch of the Doritos Locos Tacos. There was an online clock that added to the drama. Then like your favorite summer blockbuster Taco Bell’s everywhere had a special midnight premiere where the product sold was, what else?
The rest of the campaign was all about keeping up the excitement. And it did not die out. There was a time where they almost ran out of Doritos Locos Tacos shells. Luckily that may have lasted a short time…because America was tweeting, sharing, talking, doing youtube videos about, and eating their way through this brand new taco
Mobile App
There was a very cool mobile app that was created for Taco Bell that worked with many of the normal elements at the store level. Packaging and Cups were enhanced with AR technology that showed how crazy people were for this product and for Taco Bell. This was a huge social media hit as people contributed their own videos and content with their own reactions.
Results
