Cannes Lions

NFTacoBell

DEUTSCH , Los Angeles / TACO BELL / 2021

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Background

Taco Bell is an innovative company always looking for opportunities to break through the clutter to surprise and delight fans. When we caught wind of the NFT technology, we saw this as an opportunity to highlight the return of the potato – the highly sought-after menu item – in a new and exciting way.

Idea

Taco Bell introduced NFTacoBell – iconic and original artwork inspired by our tacos at the easily digestible price of our menu items. In addition to the NFT taco art, buyers were surprised to find that their purchase came with Taco Bell for a year – and that 100% of the profits earned from Taco Bell’s NFT taco art sale are donated to Taco Bell Foundation, Inc.

Strategy

With NFTs picking up momentum, NFTaco Bell was the perfect opportunity for us to surprise and delight a certain segment of our fans. The democratic nature of NFTs aligns directly with our main principle regarding our fans: Always try to include them in as many important brand moments as possible. So when executing the NFTs, we made the artwork affordable – the price of a Crunchy Taco – so that it was monetarily accessible to all, while more appealing to a specific audience.

Execution

Taco Bell released five pieces of art inspired by the Spicy Potato Soft Taco and the Crunchy Taco, with five editions of each piece available via Rarible. The artwork sold out in 30 minutes.

Outcome

The art sold out in 30 minutes and was talked about in the press for weeks, garnering 1.4 billion media impressions. Other brands soon followed. NFT art buyers were surprised to find that their purchases (which cost the price of a Crunchy Taco) came with Taco Bell for a year. The NFTaco collection was highly sought after, and the resale value of the individual art has reached hundreds of thousands. 100% of the profits earned from Taco Bell’s NFT Taco Art sale are donated to Taco Bell Foundation, Inc.

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