Thursday, April 3

Taco Bell Waffle Taco

Every week in my NYU marketing class, we have a group discussion about what we've seen in the marketplace during the past week.  One of my students sent in this little ditty from Taco Bell, and I just had to write about it.

It's a great example of the brand's continuing effort to expand their meal occasions.  They've done it for late night, so now they're tackling breakfast ... a meal where I don't think Taco Bell has been historically strong.

It's also an example of something I've been noticing a lot lately ... very competitive marketing.  We saw it with esurance going head to head with Geico and we also saw it with Ford basically mocking the American values presented by Cadillac (in a very compelling way I might add).

So take a look at the latest breakfast campaign from Taco Bell, featuring Ronald McDonald!  What?!?

I have to say, it does look tasty.  There is one thing I wonder though:  does the continual reference to Ronald McDonald take away from the new breakfast item?  I wonder if it's too much and if it takes away from the branding and messaging of Taco Bell.  Competitive advertising can be risky for that reason, the more you mention the competitor then the more consumers remember the competitor instead of your brand.  Hmm.

What's your experience?  JIM.

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