Fiery Doritos Locos Tacos debuting with campaign


Taco BellAfter weeks of fans guessing via social media what the next Doritos Locos Tacos flavor will be, Taco Bell announced the much-anticipated menu item’s name: Fiery Doritos Locos Tacos (DLT). The third offering within the brand’s most successful product platform ever – with 600 million sold since March 2012 – hit Taco Bell restaurants nationwide 8/22, combining spicy chili with a hint of lime flavor in a crunchy red shell. Fiery DLT will be supported by television, in-store POP, and radio advertising led by Deutsch L.A., as well as digital and social media, supported by Digitas. All media is expected to break 8/25.

Said Taco Bell President Brian Niccol: “Launching the first two Doritos Locos Tacos were obvious: Nacho Cheese is the top-selling Doritos flavor and our fans asked us for Cool Ranch. For the third DLT, we heard our customers as they told us they wanted something spicy and with flavor. So, in another Taco Bell first, we partnered with Frito-Lay to create a DLT that delivers heat, but with a twist, and is available exclusively at Taco Bell. Mirroring the flavors of a regional spicy Doritos chip, we made a few changes based on customer feedback – including the use of a red shell and a more descriptive name – to create Fiery DLT.”

In recent weeks, conversation around the new name of Taco Bell’s latest DLT flavor has been a matter of mystery, with guesses being thrown out by food bloggers and fans alike. Two weeks ago, the brand mailed out boxes with a variety of Doritos tortilla chips to media and other influencers marked with the hashtag “#_DLT,” igniting photos and videos of the mailing with excited guesses of what the next DLT might be.