Wednesday, August 17

Old El Paso

For me, the best examples of great marketing are often the simplest.  That's why I was so impressed when I saw the new flat-bottomed taco shells from Old El Paso.

When my kids were much younger, we would often have "taco night," and we literally had to put sheets on the floor around the table to catch all the droppings.  Because no matter what we did, no matter what we did, the tacos would fall over once we made them.  What a mess!

Such an obvious solution to an age-old problem ... give the shells a flat bottom so that they stand up!  Call 'em "Stand 'N Stuff" -- best captured in this new advertising campaign.

So obvious, so simple, so brilliant.  I love it because it will totally separate Old El Paso from every other taco shell brand, at least until the other brands copy it.  Which if you read my recent blog post about Skechers, you know that makes me crazy!

The corresponding commercial is part of a entire campaign where Old El Paso does the obvious, which  makes everyone so so happy.  Makes me love the brand.  I just wish the website was as clever as the advertising ... not much of an Experience Effect there.  But I'm still impressed with the concept!

What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect

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