Taco Bell: Doja Cat
It was time for Taco Bell to refresh Live Más and take it to the main stage. They wanted a brand story of breaking free of conformity. After launching some fiery tweets demanding we bring back the Mexican Pizza, Doja Cat was the perfect anti-hero for the film. In this upbeat story Doja breaks free from a world of clowns and burgers (the ice cream machine line being called out as one of the best easter eggs in the Super Bowl) and lives her más.To launch the partnership we had Doja leak it on her social channels. sending her fans into a frenzy.
Having Doja do a cover of a rock classic, Hole's Celebrity Skin, with Travis Barker on Drums fueled the fire and helped get the world talking.
The music coupled with the stardom, the storyline, the leak and the authenticity of Doja's character helped the work take off across multiple platforms and garner a sizeable amount of coverage for a :30 media buy in the fourth quarter. But that was just the beginning. Doja Cat announced the return of the Mexican Pizza at none other than Coachella, and it all amounted to one big Mexican Pizza musical. Now for the next few years this will be the campaign to beat.