And in March, she seemingly spoofed an ongoing (and somewhat troubling) music industry trend of female artists posting about being pressured by record labels to deliver big metrics on the platform. She confirmed the return of Mexican pizza onstage at Coachella. The brand leaned into this by scripting her to “leak” its Super Bowl spot early. Part of the Doja Cat-as-Taco Bell-spokesperson charm has been her complete lack of any formality. The Taco Bell-Doja Cat co-brand is different in that the work-and how it’s done-is unique to this artist. The House of Ronald has so far done it with Travis Scott, J Balvin, BTS, Saweetie, and Mariah Carey, and there is seemingly no end to this very scalable celebrity format. If that sounds familiar, you may recall McDonald’s ongoing “Famous Orders” campaign, which taps famous fans for their favorite combination from the Golden Arches menu, co-brands it, couples it with limited-edition merchandise, and promptly sells out of all of it. Major advertising, rooted in an authentic relationship with a fan, who just happens to be one of the most popular pop stars on the planet. Bridging the two, she’s also set to make a Taco Bell-themed TikTok musical with the legendary Dolly Parton. The result was an intriguing mix of official, capital-A advertising like a big-budget Super Bowl spot, paired with brand-name appearances on the artist’s personal TikTok feed. Together with its ad agency, Deutsch LA, Taco Bell not only officially signed up Doja Cat, but it gave the chart-topping artist more creative control than typically found in a celebrity-brand partnership. Her passion for the cause didn’t fade over time, and another tweet followed about a year later. But despite its singularly serendipitous appearance, success like this is actually a result of significant groundwork-the kind that can make unique opportunities and cultural breakthroughs for brands and marketers happen more often.īack when Taco Bell dropped Mexican pizza, Doja Cat tweeted as any brand fan might to register her disappointment. You might call this a marketer’s unicorn. What’s even more remarkable here is that this isn’t something that is easily replicable by any other brand, let alone Taco Bell itself. Hoping, wishing, dreaming it will happen to them despite a cultural news cycle that chews up and spits out most clever ideas with nary a blip of relevancy. It’s a magical double rainbow of cultural relevance leading to gangbuster sales that every major marketer is reaching for on a daily basis. This is not your bog standard celebrity or artist brand partnership. All the while she used her personal platforms like TikTok and the Coachella stage to hype Mexican pizza’s return. The tl:dr version is that Doja Cat tweeted a demand for Mexican pizza back in 2020 the brand eventually signed her as an official partner and put her in a Super Bowl ad in February. Second, the brand enjoyed a massive boost for the Mexican pizza’s return thanks to a unique, ongoing partnership with the musical artist Doja Cat. The explosion in demand can be credited to two things: First, this fast-food cultural Franken-snack is, by almost every account, an orgiastic feast for the senses, a gloriously hearty wheel of piquancy topped only by its majestic heft. It had been cut as part of the brand’s streamlining efforts. According to the company, demand is seven times higher than the last time it was on the menu, back in November 2020. This week, Taco Bell announced that it was already running out of ingredients for its Mexican pizza, less than two weeks after bringing the once-popular item back to the menu. Home Tribune Premium Content Magazines Fast Company Doja Cat, Taco Bell, Mexican pizza, and the making of a marketing unicorn Doja Cat, Taco Bell, Mexican pizza, and the making of a marketing unicorn Fast Company JDoja Cat, Taco Bell, Mexican pizza, and the making of a marketing unicorn.
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