- WHITE PAPERS
Taco Bell will launch its second version of Doritos Locos Tacos nationwide on March 7 —Cool Ranch. The Cool Ranch taco rollout comes about a year after the original Nacho Cheese offering was introduced and eventually became the most successful product launch in the brand's history. Taco Bell sold more than 350 million Doritos Locos Tacos in less than a year.
Taco Bell's Cool Ranch announcement today was made directly to the brand's biggest fans across social and digital media channels, and via a 6-second Vine video announcement, the first-ever product announcement made by the company using the Vine platform.
"There has been enormous interest in the new Cool Ranch flavor of Doritos Locos Tacos and people are wondering why it took so long," said Greg Creed, chief executive officer, Taco Bell Corp. "Originally we had planned to launch the Cool Ranch flavor in the same year as the introduction of Doritos Locos Tacos. However, the demand for Nacho Cheese Doritos Locos Tacos was so strong that we worked closely with our partner Frito-Lay to increase our capacity and meet the needs of both Doritos Cool Ranch and Nacho Cheese fans."
Taco Bell plans to support the Cool Ranch Doritos Locos Tacos launch with its largest marketing campaign in history, topping the launch of the original Nacho Cheese Doritos Locos Tacos. Specific details of the marketing campaign will be released in the coming weeks.
To gain consumer feedback and ensure the taco shell delivered on the same Cool Ranch taste and crunch consumers expect from Doritos, Cool Ranch Doritos Locos Tacos were tested in select restaurants in Toledo, Ohio, for more than six months.
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