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Reigniting a Subculture of Taco Fans

By Samantha Renzi, strategic planner, Orange County and Ari Alius, associate copywriter, Orange County
Not every sequel is as big a hit as the original. But, then again, not every sequel is a Cool Ranch® Doritos® Locos Taco.
The insane success of the original Nacho Cheese Doritos Locos Tacos was due in huge part to the subculture we created with die-hard fans. We had people tweeting, begging, penning poems, singing, and driving 965 miles for a taco, so we built a stage for them to shine on, and pretty soon, the rest of the world followed suit. From tweets on everything—from packaging to a Times Square billboard—a spot with their Instagrams, and more, we helped fans be vocal about their love, and it didn’t take long for everyone to see just how big this taco phenomenon was getting.
We knew it was only a matter of time before they would ask for the Cool Ranch version—and thousands of people did. We also knew the only right way to launch it would be through the already existing group of passionate fans pleading for it. The existing fan base became the backbone for Cool Ranch, which we reignited by blowing people’s minds with something cooler. To amp up excitement, we gave the core fans a sneak preview of the Cool Ranch Doritos Locos Tacos. They ate it up and helped us create the initial buzz. Once we had them talking, we gave it to an even bigger group of fans to add fuel to the anticipation that was taking over the entire nation. The midnight lines on launch day and the social media storm that ensued showed it all paid off.
But this cultural movement won’t end with Cool Ranch. As the Doritos Locos Tacos story continues, we’ll keep turning our attention to the fans and using their social influence to spread the passion for these crazy tacos.
Client: Taco Bell
Agency: Draftfcb Orange County