The Biggest. Thing. Ever.

To launch Taco Bell's biggest product ever, we created a campaign that was basically hype. From the first press release to the final reveal, we took people along for the ride with us. The pre-launch goal was to get Taco Bell lovers to pre-order online this new product without even knowing what it was. Amanzingly, we got more than 78,000 blind pre-orders. The day before the official reveal on the Super Bowl, fans could pick up their pre-orders in-store. They came wrapped in gold foil with a special receipt. Role: Design Direction + Design. Team: Deutsch LA