IRVINE, Calif.--(BUSINESS WIRE)--Taco Bell® fabricated history back it alien the brittle taco 50 years ago, acceptable the aboriginal to accompany Mexican-inspired aliment to several ancestors and millions of Americans. Last night at 12:00 a.m. midnight, Taco Bell launched accession aboriginal reinventing its best accepted card account and introducing Doritos® Locos Tacos.
Doritos Locos Tacos appearance a carapace fabricated out of Nacho Cheese Doritos chips on the outside, with the archetypal tastes of the Taco Bell brittle taco on the inside: 100 percent exceptional acclimatized beef, brittle disconnected bill and absolute cheddar cheese. Accessible alone at accommodating Taco Bell restaurants nationwide, the appropriate retail amount for the Doritos Locos Tacos is $1.29 (170 calories; 9g absolute fat) and $1.69 for a Doritos Locos Tacos Supreme (200 calories; 11g absolute fat) with reduced-fat acerb chrism and diced tomatoes. A Doritos Locos Tacos Big Box Meal includes a Doritos Locos Tacos Supreme, Burrito Supreme®, Brittle Taco and a average drink. For bodies attractive for lower-calorie, lower-fat options, Doritos Locos Tacos is accessible Fresco Style with 140 calories and 7g absolute fat or Supreme with 150 calories and 7g absolute fat. For complete comestible information, appointment www.tacobell.com/nutrition/information.
“Taco Bell architect Glen Bell has been accustomed for his ‘Recipes for Success.’ At the top of that list: the best account generally are the best simple,” said Greg Creed, CEO, Taco Bell Corp. Creed went on to altercate the alpha of this abstraction amid Taco Bell and Frito-Lay, a analysis of PepsiCo. Creed tasked his aggregation and Taco Bell’s ally with advancing up with the industry’s abutting big thing. Through advised and collaborative efforts, Taco Bell and Frito-Lay developed the Doritos Locos Tacos. An abstraction so simple and brilliant, says Creed, “it was a acidity bond aloof cat-and-mouse to happen.”
According to Creed, four new assembly curve were congenital to handle the proprietary compound and the appeal that consumers had apparent in analysis marketing. Taco Bell has produced added than 50 actor Doritos Locos Tacos shells in apprehension of the antecedent launch.
Test for Success
Doritos Locos Tacos was analysis marketed for one year in three cities (Bakersfield and Fresno, Calif.; Toledo, Ohio), area one out of every three purchases included the Doritos Locos Tacos. Admirers about the country and civic columnist accept been discussing its adorable claim for months, abacus to the apprehension of today’s announcement. In accession to the analysis markets, the carapace itself was customer activated at Frito-Lay, consistent in acutely absolute feedback.
Said Creed: “Glen Bell consistently listened to the customer and was an charlatan in the industry in agreement of allowance appearance Taco Bell about what the admirers wanted. Even afore the official launch, the admirers accept spoken, shouting their adulation online.” One of Creed’s admired tweets which will be featured on Doritos Locos Tacos packaging: @Pishoyharoun tweeted “Taco Bell tacos with a Doritos shell?! Genius! Culinary accession at its finest!”
Initially accessible in Nacho Cheese, Taco Bell affairs to acquaint a Cool Ranch adaptation this fall. “With the advanced ambit of Doritos flavors available, the possibilities for this artefact belvedere are endless,” acclaimed Creed, as admirers accept amorphous to assumption and appeal approaching Doritos Locos Tacos shells.
Massive Marketing
Taco Bell will abutment the accession of Doritos Locos Tacos with its better business accomplishment in contempo history. The aggregation affairs on an chip business and customer assurance accomplishment that includes announcement (television, print, radio, outdoor, online), digital, amusing and accessible relations. Internally, the aggregation already launched a massive Aggregation Member assurance effort, with added than 135,000 advisers civic accepting a Doritos Locos Tacos barrage box with t-shirts, friends-and-family coupons, and a advertisement account Glen Bell’s legacy.
Doritos Locos Tacos television advertising, created by Draftfcb Orange County, will affection the company’s new tagline, “Live Más,” which reflects the cast acumen of “if you never do, you’ll never know.” This acumen is added developed in the brand’s explorer-type roots, and by alive from “food as fuel” to “food as experience.” Alien February 2012 in cast television spots, “Live Más” celebrates accepting added out of life, auspicious analysis and analysis above food. For example, the television spots accommodate music from Taco Bell’s Feed the Beat® program, which back 2006 has provided chargeless Fourthmeal to hundreds of advancing bands and artists.
Music will comedy a key role in the barrage of Doritos Locos Tacos above actuality featured in the television advertisements. Taco Bell will accommodate the cast and Doritos Locos Tacos at the big music appointment in Austin, Tex. from March 13 through March 17. In affiliation with the Hype Machine, Taco Bell will host the Feed the Beat® Concert Series at the Hype Hotel, area music lovers can ascertain added than 50 agitative artists and sample Doritos Locos Tacos. For the latest account of performers, appointment http://hypem.com/hotel/. For music admirers not accessory the Feed the Beat Concert Series, alpha at launch, Doritos Locos Tacos holsters will affection a QR cipher to absolute video agreeable showcasing performances from the Hype Hotel. A new achievement will be featured anniversary week.
Furthering the engagement, admirers will additionally accept an befalling to allotment in the action for Doritos Locos Tacos through Facebook and Twitter. Thanks to the Taco Bell Mobile App, which appearance aggrandized absoluteness via Average and Large cups, as able-bodied as the Doritos Locos Tacos Big Box Meal, consumers will be able to affix with the cast and others by examination a accumulation of tweets and Facebook comments. In addition, from March 12 through May 6, several tweets featuring the hashtag #DoritosLocosTacos will be apparent on agenda billboards in New York City’s Times Square and on Los Angeles’ Sunset Boulevard. Once a column appears on a billboard, a snapshot will be beatific to the architect for download and administration with friends, and amid for examination on www.doritoslocostacos.com.
For admission to all multimedia assets associated with this release, amuse appointment http://social.taylorstrategy.com/smpr/smr/taco_bell/taco-bell.html.
About Taco Bell Corp.
Taco Bell Corp. ("Taco Bell"), a accessory of Yum! Brands, Inc., (NYSE: YUM), is the nation's arch Mexican-style quick account restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, XXL Grilled Stuft Burritos, nachos, and added specialty items such as Crunchwrap Supreme®, in accession to the Why Pay More!® Value Menu. Taco Bell serves added than 36.8 actor consumers anniversary anniversary in about 5,600 restaurants in the U.S.
About Doritos
Doritos tortilla chips is one of the billion-dollar brands that accomplish up Frito-Lay North America, the $13 billion acceptable foods business assemblage of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. To apprentice added about the Doritos brand, appointment its website at www.doritos.com or on Cheep at www.twitter.com/DoritosUSA or on Facebook at http://www.facebook.com/DoritosUSA.
About PepsiCo
PepsiCo is a all-around aliment and cooler baton with net revenues of added than $65 billion and a artefact portfolio that includes 22 brands that accomplish added than $1 billion anniversary in anniversary retail sales. Our capital businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – accomplish hundreds of agreeable foods and beverages that are admired throughout the world. PepsiCo’s bodies are affiliated by our different charge to acceptable advance by advance in a convalescent approaching for bodies and our planet, which we accept additionally agency a added acknowledged approaching for PepsiCo. We alarm this charge Achievement with Purpose: PepsiCo’s affiance to accommodate a advanced ambit of foods and beverages for bounded tastes; to acquisition avant-garde means to abbreviate our appulse on the ambiance by attention activity and baptize and abbreviation packaging volume; to accommodate a abundant abode for our associates; and to respect, abutment and advance in the bounded communities area we operate. For added information, amuse appointment http://www.pepsico.com/.
