tAco bELL coRp.
VP - Consumer Insights/Mktg.
Dir., Brand Comm.
Sr. Mgr. of Brand Experience
Sr. VP Group Mgmt. Dir.
Exec. VP, Chief Strategy Officer
Exec. Creative Dir.
Sr. VP, Group Creative Dir.
Exec. VP, Dir. of Media Relations
SInGLE IMpAct EnGAGEMEnt
oLD SpIcE (A p&G bRAnD)
James Moorhead Brand Mgr.
Shanan Sabin Asst. Brand Mgr.
Group Planning Dir.
Global Acct. Dir.
Sr. Digital Strategist /
Global Interactive Creative Dir.
Fast food has long been blamed as a culprit of obesity. Taco Bell
already had a healthier menu option, yet consumer perception
was negative, and sales were unsuccessful. We needed to generate interest in an existing offering, to bring customers into our
stores. The Drive-Thru Diet menu was introduced, using Taco Bell’s
5,800 drive-thru locations nationwide, as a way to grab food to a
way to grab control. Using a fully integrated shopper marketing
campaign, we repositioned the competition, reframed the Taco
Bell brand, and achieved successful business results.
"thE MAn YoUR MAn coULD SMELL LIkE"
RESponDS to thE IntERnEt
How could Old Spice leverage "The Man Your Man Could Smell
Like" to engage with people on a more intimate level? The result
was the "Response" campaign, an experiment in real-time branding in which "The Man Your Man Could Smell Like" recorded 186
personalized You Tube messages. The work became one of the
most popular interactive efforts in history and changed the way
brands interact with their fans. What’s more, the work boosted the
bottom line with record results, as sales of Old Spice body wash
doubled from the previous year.