Taco Bell’s Cool Ranch Doritios
Locos Tacos
As consumers, we are always on
the lookout for products that will fulfill are needs and desires. Taco Bell’s
launch of their Cool Ranch Doritios Locos Taco is a great example of a company
who knows who their consumer is, what their consumer wants, and how to best
advertise to their consumer.
When you think of Taco Bell,
well…. You realize that it’s not meant to be a gourmet option. Their target audience
is teenagers and young adults. They are very into using social media, and want
to go out with their friends without exhausting their resources. They want to think about fun rather than think
about health.
Taco Bell received so much positive
feedback from their first Nacho Doritos Locos Taco, that it was only a matter
of time before the perfect combination of Cool Ranch Doritios flavorings and
taco shells became available.
Taco Bell knew that their demographic is younger,
and used many different types of social media exposure to market the launch of
their new cool ranch flavor. A month before the release of their Cool Ranch
Taco, Taco Bell started their #CoolRanchDLT twitter campaign, and used a series of videos on their YouTube page,
and paid YouTube celebrities to endorse their product to help market to a
younger demographic.
Here is one such Youtuber, Tyler
Oakley, getting an “exclusive” taste of the first tacos before they were
released to the general public.
When all was said and done, the ad campaign was a great success. People who
ate Taco Bell’s food loved the new flavor. The marriage between Taco Bell and
Doritios (Frito Lay) only strengthened each brand, and since the products launch
in march of 2013 over 600 million Doritios Locos Tacos have been sold.
That is why this ad campaign is
such a good example, Taco Bell listened to what people wanted, utilized the
proper social media channels to reach their key demographic, and came out on
top with a successful launch of a new product.
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