Taco Bell

Used fan passion to drive the biggest new product launch in Taco Bell history

New Product Launch / Promotional Activation


Taco Bell has launched nearly 100 new products in the last decade, with varying degrees of success. But the Doritos Locos Tacos launch was special—this time, America paid attention in a big way. Rather than create a traditional campaign, we built a platform to let our biggest fans tell the story. Before, during and after the launch. In real time. Overnight, Taco Bell became a trending topic in pop culture, covered by both real and fake news outlets alike. The more buzz we enabled consumers to create, the bigger our campaign became.


  • Most successful product launch in Taco Bell’s 50 years
  • 2 billion media impressions in the first 2 weeks
  • Over 17 million Tweets on day 1 of the launch
  • Product awareness quickly hit an amazing 72%
  • Over 100 million sold within 10 weeks of launch (McDonald’s sold its first 100 million hamburgers in 1958—18 years after McDonald’s opened)

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