Last year, Taco Bell was faced with a lawsuit indicating that the company was less than truthful regarding the contents of its beef. While the lawsuit never came to fruition, the company suffered a loss in sales while trying to defend its product. In an effort to increase sales after the damaging accusation, Taco Bell retaliated by threatening to countersue. It also launched an aggressive ad campaign that mocked the lawsuit with “Thank You for Suing Us” ads. The company used the opportunity to set records straight and convey what is actually in its meat. Not afraid to stand up for its rights, the company listed ingredients on its website and posted YouTube videos defending its product. Despite its efforts, the company faced many months of dropped sales.
However, in March of this year, the company introduced perhaps one of the best solutions to negative publicity. Taco Bell began to see amazing results when it combined its brand with the Doritos brand. In a partnership with Frito-Lay, Taco Bell now offers a Dorito-flavored taco. Since the introduction of this new product, Taco Bell’s sales have soared. The partnership with Frito-Lay has revitalized the Taco Bell brand. So far, this strategic move has resulted in one of the most promising brand partnerships in fast food history. Sales of Taco Bell’s new taco supersede the sales of any Taco Bell product launch in the company’s 50-year history.
Taco Bell’s brilliant idea to combine two popular brands together has more than saved the company’s brand value. It has increased it. Taco Bell’s plan is especially beneficial because it introduced a new product that still promotes the use of its “questionable” meat product, while increasing its sales. Taco Bell’s example of how to tackle a negative implication and replace it with a positive outlook will continue to provide value to its brand.