Taco Bell: Inspiring a Legacy Brand to Live Más.
By the end of 2011, Taco Bell sales were hitting all time lows. Less innovation, too much emphasis on value, and low quality perceptions kept the brand in a constant struggle. The brand needed to rethink it’s purpose and rediscover it’s roots as a pioneer in the fast-food space.
The Challenge:
The Opportunity:
Taco Bell had spent so many years growing with successful value campaigns, they began to behave more like a Jester, and some even believed they existed to provide great food at a great value. But Taco Bell had long been a pioneer in the quick-serve restaurant arena. Things like first value menu, first Fourth Meal, first to put a drink station in the dining room, and first taco are just a few things that mark the brand as more of an Explorer. We realized the brand didn’t exist to provide great value, the brand exists to inspire new people to try new things. Not just new tastes and textures, but new music (Feed the Beat), new sports (X Games) and new experiences (Taco Bell Hotel).
Our team helped Taco Bell rediscover its uncommon truth, and better understand it’s purpose as a brand. The new direction led to a new campaign idea and brand tagline that still serves as it’s north star today. The alternative in a burger world was finally ready for something different. It was time to Live Más.
Rather than focusing on major artists for any music promotions, we fueled Taco Bell’s entire Live Más campaign with introductions to new and up-and-coming artists from their own Feed The Beat program.
Igniting a Taco Revolution
THE DORITOS LOCOS TACOS: The new brand campaign was timed with a product launch worthy of a pioneer brand. Taco Bell sold 100 million Doritos Locos Tacos in just ten weeks. We helped create a instant pop culture hit and Taco Bell's most successful product of all time. There was so much anticipation for the national launch, it fueled the campaign idea, and lead an integrated effort you rarely see in this category.
The campaign found it’s place in culture again when someone played a prank on a small town in Alaska. Our team inspired the brand to respond by taking tacos where they’ve never gone before. Delivering over 10,000 tacos to a town in Alaska that is only accessible by boat or plane was a cultural moment for the brand. An uplifting two-minute documentary was easily spun into this effective product spot..
We continued the tradition of letting culture tell our story with a crowd-sourced collection from Taco Bell fans. Posts from Instagram fans were artfully strung together to make this unique taco mash-up.
CANTINA BELL: Taco Bell continued it’s evolution by taking on the skeptics with the help of 5-Star Chef Lorena Garcia and a new menu signaling the brand's commitment to quality. Lorena pushed Taco Bell to lose the guac gun and change the recipes. We built a fully integrated, omni-channel campaign which gave new people a new reason to love and trust in the brand again. Skeptics welcome.
Helping a Renewed Brand Commit to Quality
100 million Doritos Locos Tacos sold in just 10 weeks
Taco Bell named marketer of the year in Ad Age 2013
4 Gold, 5 Silver, 3 Bronze Addy's. Gold Reggie winner. Effie finalist in retail.