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Taco Bell's new Cool Ranch Doritos Locos Tacos are keeping the chain at its highest consumer perception levels with Mexican food eaters since the fall of 2010, according to YouGov BrandIndex.
For the past 14 weeks, Taco Bell has steadily beaten the average for the top national Mexican quick-service chains.
Before Doritos Locos Tacos debuted in March 2012, the chain's Buzz score was 11. Since the Cool Ranch version made it onto menus on March 7, Taco Bell's Buzz score has hovered between 20 and 21.
Unlike the original Locos Tacos launch in March 2012, however, the Doritos brand did not share the consumer perception boost this time around. Doritos' perception has stayed flat since the Cool Ranch launch.
During last year's Live Mas campaign for Doritos Locos Tacos, Doritos made substantial gains in perception scores, which lasted nearly two months after the product launched. Doritos' gain was even greater than Taco Bell's last year.
Taco Bell and Doritos were measured with YouGov BrandIndex's Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
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