#8: Consumer behavior in light of product that launched successfully or failed

In this post I will talk about a product launched that was received very well by consumers. In March of 2013, Taco Bell launched a new kind of taco called the Nacho Cheese Dorito/Cool Ranch Dorito Locos Tacos. These were produced in partnership between Taco Bell and Frito Lay, the parent company of Doritos, for a new taco shell that incorporated Doritos flavors. There was a lot of advertising done for the new product. Taco Bell took to social media to promote the launch as well as videos, using the hashtag #CoolRanchDLT on Twitter to draw social media attention from potential consumers.
An interesting tactic that Taco Bell also used was that the company reached out to people who expressed interest in trying out the taco, and invited them to go to local establishments that had nothing to do with food, such as barber shops or flower stores. The people then had to use a secret code phrase and if done correctly, would receive the new Dorito Taco. If the phrase was said incorrectly, they received a product that was actually from the place, like a haircut from the barber shop/flowers from the flower shop. All of this was captured live and used for television ads and internet. Facebook and Instagram was also utilized to spread the world.
The result of this was an extremely high level of consumer interest as everyone wanted to try this new kind of taco. The public received the two new tacos extremely well, as Taco Bell has now sold over 600 million of the two types since. It was a commercial success.