My year-end top brand stories recap was well received last year, and I decided to do it again. I’ll break from my usual Q&A format to recap this year’s most important brand developments in fast food.
Taco Bell. Taco Bell continued to ride the wave it created last year with Doritos Locos Tacos by firing up both the product and the marketing innovation cylinders in 2013. It started in March with the much-anticipated rollout of Cool Ranch Doritos Locos Tacos. Although restaurants ran out of product on the special “Fan Day” planned to reward social media followers with a preview of the product the day before it officially launched, the introduction turned out to be the most successful in Taco Bell’s history. For the third iteration of the popular new product, the company teased the public about its flavor for weeks to build anticipation, simply saying it would bring “mas heat.” Then it invited VidCon attendees to create video content to introduce the new product and ended up selecting 65 different video ads to run online, promoting the Flamas flavor. Read More