Taco Bell is many things.

Fancy is most definitely not one of them.

So, to promote the surprisingly fancy Toasted Cheesy Chalupa, with six-month aged cheddar baked onto the shell, we unveiled Jalapeño Noir, a 100% Ontario-made Pinot Noir, sold through our website and on UberEats, to create the ultimate Taco Bell wine and cheese pairing.

What was planned as a simple single-run promotion turned into one of Taco Bell’s most successful promotions. We started with 365 bottles and were sold out in less than a day. We restocked with 420 bottles and sold out in 40 minutes. And our final restock of 142 bottles sold out, too.

The promotion garnered 1.87 billion total impressions with 1098 total pieces of media coverage (including a short unprompted segment on Stephen Colbert). Our estimated reach of conversations on social media was 26 million, with a 3362% increase in brand mentions on Twitter.

Role: Creative Director