Taco Bell officially launches new Spicy Chicken Cool Ranch Doritos Locos Taco across US for limited time, the company's fourth DLT offering; Taco Bell has sold 825 million DLTs since March 2012
May 8, 2014
– Taco Bell® Extends “Innovation on the Inside” Thematic Across Social Platforms to Support Next Doritos® Locos Tacos Launching Nationally May 8
Always expect the unexpected when it comes to the next Doritos® Locos Tacos.
Today, the new Spicy Chicken Cool Ranch® Doritos® Locos Taco (DLT) will be available at Taco Bell® restaurants nationwide. The new taco features Taco Bell’s NEW spicy shredded chicken on the inside of the popular Cool Ranch Doritos taco shell. The Spicy Chicken Cool Ranch DLT is the fourth offering within the brand’s most successful product platform ever – with more than 825 million sold since March 2012.
“The Doritos Locos Tacos continues to be widely popular, and after launching Nacho Cheese, Cool Ranch and Fiery DLT, we knew it was time to put a different twist on the menu item,” said Chris Brandt, chief marketing officer, Taco Bell. “We’ve innovated on the outside and now we’re innovating on the inside to make one of our best tasting tacos ever.”
The Spicy Chicken Cool Ranch DLT is available exclusively at participating Taco Bell restaurants for a limited time only. The suggested retail price is $1.59 for Regular (170 calories; 9g total fat) and $1.89 for a Supreme (200 calories; 11g total fat). For people looking for lower-calorie, lower-fat options, Spicy Chicken Cool Ranch DLT will be available Fresco Style offering 110 calories and 4g total fat. For complete nutritional information, visit www.tacobell.com/nutrition/information.
Additionally, since announcing the next DLT on April 13 via the first-ever “snap-by-snap” live film during the 2014 MTV Movie Awards, Taco Bell continues to support this product’s launch via innovations and brand firsts within social media platforms. Today, Taco Bell will be the first brand to produce a GIF comic book on its Tumblr that features 24 animated GIFs documenting the story from end to start. Late May will bring the brand’s first-ever internet scavenger hunt where consumers will have the chance to win custom designed items like Taco Bell socks from The Hundreds, as well as an exclusive DLT-themed t-shirt from PacSun. Tune in to Taco Bell’s social channels in the coming days to learn more on how to participate.
“When it comes to social media, we want our fans to feel like our friends, experiencing from us the latest cool and interesting news and trends,” added Brandt. “We have built a reputation as a brand willing to take risks and be unexpected – yet extraordinary – socially, and with the new Spicy Chicken Cool Ranch DLT, we are taking our established platforms like Tumblr to the next level.”
New television creative to support the launch of the new Spicy Chicken Cool Ranch DLT entitled “Black Sheep” brings to life the intense, spicier alter ego of the original Cool Ranch DLT. The creative was produced by Deutsch LA and directed by acclaimed director Craig Gillespie. Additionally, the spot features Taco Bell Feed The Beat® band Big Data and their song “Dangerous (feat. Joywave),” as part of the brand’s on-going initiative to help artists gain exposure to the millions of people the brand reaches in its television advertising.
Spicy Chicken Cool Ranch DLT will be supported by television and digital advertising led by Deutsch L.A., in-store POP and packaging by FCBLA, as well as social and public relations support from DigitasLBi and Taylor respectively.
About Taco Bell Corp.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet- inspired Cantina Bell® Menu and lower calorie Fresco Menu. The company encourages customers to “Live Más,” both through its food and in ways such as its Feed The Beat® music program and its nonprofit organization, the Taco Bell® Foundation for Teens™. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week.
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Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. To learn more about the Doritos brand, visit its website at www.doritos.com or on Twitter at www.twitter.com/Doritos or on Facebook at http://www.facebook.com/DoritosUSA.
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
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