New York - Taco Bell said Friday it is backing the introduction of its new Gorditas taco with a $60 million advertising campaign featuring the Chihuahua who "talks" with a Spanish accent.
A 15-second teaser television spot has been running in advance of Monday's launch of the new menu item, a grilled Mexican flatbread taco with three combinations of chicken, meat, salsa, corn, black beans, smoked chipotle peppers and cilantro.
Created by Taco Bell's ad agency-of-record, TBWA Chiat/Day, Venice Calif., a 30-second spot breaking Monday shows the beret-clad small dog on a balcony leading a revolution in favor of the new taco.
"He represents people's intense desire for Taco Bell food,"said Chuck Bennett, co-creative director, during a briefing at Chiat/Day's New York office. "It unites a strong icon and the branding of this dog with a new product."
Later ads will show the dog traveling around the country to spread the Gordita "revolution."
Peter Stack, Taco Bell vice president for public affairs, said in addition to advertising, the campaign will include promotions, in-store point of purchase materials and giveaways with total spending about $60 million.
"This dog has captured people's hearts and imaginations all over the place," he said.
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