An unusually candid and unexpected message from a brand that is well known for ultra-crisp, mainstream communications. This was designed to be an online reward to consumers who read the supporting print work that warned, "Don't try this at home," and showed people going to extremes to get a blast of Tropical Lime taste. A huge success, the film also helped to bridge a brand gap between Mountain Dew and Taco Bell in consumers' minds.

The high level of interactivity of this trayliner effort is what engages the Taco Bell consumer. Because the consumer actually has to read, tear, and play with the trayliner, they spend more time in the Taco Bell Restaurant and more time absorbing the communication. The messaging on this piece drives consumers to the FOX television network to watch the MLB games, where there is plenty more Taco Bell communication to see.

Formal marketplace results have not been received at this time. But based on preliminary feedback, this piece was very well received by the consumers and hopefully drove traffic to FOX to watch the MLB post season games.