Taco Bell’s newest desert innovation was hiding in plain sight. The famous Taco Bell beverage becomesan exclusive menu item that could only be purchased, from one lucky store location in Irvine, CA.
I had the opportunity to lead the creative strategy, packaging development and omnichannel executions Mountain Dew Baja Blast Gelato.
The Packaging Goal: Should feel Baja Blast native but exclusive and ownable to Taco Bell.
The Product:
That signature Baja Blast Tropical Lime flavor with a unique color and creamy texture that makes the product even more indulgent. he Role of this product was to deliver an elevated, limited time product that leveraged a key partnership to continue growing hype around Taco Bell desert innovations. Ultimately, ensuring consistency between all Baja Blast products, whether it be a drink, freeze or gelato.
The campaign delivered an astonishing $22k single day Net Sales (the most successful single store product test to date), +199M earned impressions and +813K owned impressions.
Asset: PR Image
Asset: Social Asset - IG
Asset: Digital Menu Board Panel
Asset: Kiosk Home Screen
Asset: Packaging