Media execution centered on enhancing the Cool Ranch Doritos Locos Taco launch with BIG media placements. This meant engaging the consumer in unexpected spaces and encouraging them to share their excitement about the launch. Tentpole media platforms included a live Twitter-enabled outdoor video board in Times Square; a 3D cinema ad that ran within major motion picture movie premiers; and brand integrations on major social platforms, including a sponsorship of the Live Fan Page experience for the finale of ABC Family’s Pretty Little Liars and a custom integration that provided an all-access experience for viewers during the MTV Movie Awards. But the program didn’t stop there; a fully-integrated campaign was launched across TV, digital, and streaming radio to capitalize on the anticipation and demand of the CR DLT.

There is no way to top the biggest product launch in Taco Bell’s history, right? Wrong. Buzz and demand created for Cool Ranch Doritos Locos Tacos far exceeded Taco Bell’s expectations and the launch sales are outpacing last year’s Nacho Cheese launch. When compared to the Nacho Cheese launch, Cool Ranch sales have increased by double digits, which is unheard of in a declining fast food category. Sales from Cool Ranch Tacos are stimulating the U.S. economy and are expected to create more than 15,000 new Taco Bell jobs due to the demand.