We wanted to ignite excitement and interactive, camera ready moments that would put taco fans immediately into “share mode” once they unwrapped their tacos. Each holster considered had to have it’s own celebratory story while also contributing to the larger collection.

Inspired by pop art influences, all 4 holsters feature double-sided “Instagram-Worthy” artwork that uniquely celebrates the taco emoji and its fans through bright colors and the free-spirited Taco Bell voice. We even pushed the limits of our packaging capabilities by designing a diecut perforation within one of the four designs (“When Taco Met Emoji”) to bring the “praise hands” Emoji design to life through an interactive and pop-up book style execution. To ensure as many fans could experience the entire collection, we modified our printing process to ensure equal distribution across our 6,000+ restaurants nationwide.

When Taco bell first shared the image of the 4 limited edition holster designs on both Twitter and Instagram, it was one of the most shared images for the brand. Twitter had 1,500 likes and 430 retweets. Instagram had 16,000 likes. This brought the overall engagement to nearly 20,000, making it almost double of a typical Taco Bell digital post. Consumers really reacted to this vibrant and fun packaging which engaged them to share their own.