Taco

Here’s How We Sold 100 Million Doritos Locos Tacos In 10 Weeks (YUM)

Source: http://www.businessinsider.com/taco-bell-doritos-locos-tacos-2012-11

dorito taco 11

Taco Bell sold a whopping 100 million Doritos Locos Tacos in 10 weeks — the biggest launch in the history of the fast food chain. The item has since passed 200 million in sales.

Fast Company’s J.J. McCorvey interviewed Taco Bell CMO Brian Niccol who described what it took to make the Doritos Locos Tacos successful.

It wasn’t enough to tell customers, hey, these taco shells taste like Doritos and you should eat them, he said.

Instead, it was about allowing the customers to tell the brand’s story, and having them run with it. 

Niccol explained to Fast Company:

“Once the idea is no longer just a Taco Bell idea and becomes the customer’s thing, it’s almost like they’re going to socialize for us. They own it. They get convicted about it. The next thing you know, they’re telling their friends they gotta go try it. So the second you can get it to move from, we’re telling you should go try this, to consumers actually advocating for it, that’s when the brand moves into an experience that is worth you repeating.”

Taco Bell let the customers have control, and it did it through social, mobile and even had a national TV ad that featured a customer’s story. It worked.

NOW SEE: 13 Fast Food Menu Items With Fanatical Cult Followings >

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Monday, November 26th, 2012 news No Comments

ClickZ articles by Augustine Fou, PhD

Dr. Augustine Fou is Group Chief Digital Officer of Omnicom’s Healthcare Consultancy Group. He has nearly 15 years of digital strategy consulting experience and is an expert in data mining, analytics, and consumer insights research, with specific knowledge in the consumer payments, packaged goods, food/beverage, retail/apparel, and healthcare sectors.

Dr. Fou has provided strategic counsel on the use and integration of online marketing to clients such as AT&T, IBM, Intel, ExxonMobil, MasterCard, Unilever, Pepsi, DrPepper, Frito Lay, Taco Bell. KFC. Atari, Conde Nast, Hachette Filipacchi, Victoria’s Secret, Liz Claiborne, and others. He has served as expert witness on online payments for the Federal Reserve Bank of New York, and advised government agencies such as the Norwegian Trade Counsel, the Gouvernement du Quebec, Invest in Sweden Agency, and the Canadian Consulate.

Dr. Fou is an Adjunct Professor at New York University in the Integrated Marketing Department of the School for Continuing and Professional Studies. He also writes a monthly column for ClickZ’s Experts Columns on Integrated Marketing and is a frequent speaker and panelist at online and advertising industry conferences.

He started his career with McKinsey & Company and recently served as SVP, Digital Lead at McCann/MRM Worldwide. Dr. Fou completed his PhD at MIT at the age of 23 in the Department of Materials Science and Chemical Engineering.

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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