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Highly Anticipated, Most Socially Requested Taco Bell Product Launch to be Largest Marketing Campaign in Brand’s History

IRVINE, Calif., March 7, 2013 – If you thought Nacho Cheese Doritos® Locos Tacos (DLT) were awesome, then Cool Ranch DLTs just may be epic. Thanks to fans of Taco Bell® and Doritos Cool Ranch flavored chips, the upcoming arrival of Cool Ranch DLT has been more “liked,” “shared” and talked about by consumers than any other Taco Bell product in its history. And today, Thursday, March 7, Taco Bell announces that Cool Ranch DLT reaches restaurants nationwide.

Taco Bell CEO Greg Creed underlined the excitement and momentum of the new product: “We have heard the pleas for Cool Ranch DLT and we’re thrilled to see our fans responses on Facebook, Twitter and Vine to our announcement of the launch date – sharing comments like ‘we will camp out’ and ‘my wish came true,’” said Creed. “This will be Taco Bell’s biggest product launch of 2013!”

Taco Bell plans to support the Cool Ranch DLT launch with its largest marketing campaign in history, topping that of the original Nacho Cheese DLT. The company plans on an integrated marketing and consumer engagement effort that includes advertising (television, radio, outdoor, digital and cinema), as well as social and public relations support.