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Taco Bell

Discipline

Experience Innovation

“Bulldog has been the guide we needed. They’ve helped us define our soul in a way that we can harness to drive our strategic plans for a meaningful future, and profitable growth.”

GREG CREED, CEO YUM BRANDS

UNCOVERING AND MOBILIZING THE BRAND’S SOUL
Challenge

Taco Bell’s leadership came to Bulldog Drummond on the back of one of their most successful years fueled by the Doritos Locos Taco—one of the most successful product launches of the decade. Their senior team knew they were missing a vital piece of their strategic equation. They needed to define a clear brand purpose and articulate their brand soul to ensure future success.

Result

We started our partnership by doing an audit of all of their past and present brand materials, consumer research and in depth executive team interviews. In that search, we uncovered a gem in “Live Más”–a brand statement the marketing team was using externally. After listening to many employees describe how they felt about working for Taco Bell, we knew the idea of “live more” had an authentic connection to Taco Bell’s purpose. It resonated with their executive team, and together we built out the Feed People’s Lives with Más platform. Once complete, we worked with their leadership team to determine how the brand purpose, plan, principles and personality could drive each area of the business. From there we worked with the HR team to roll out the platform to their 100,000 employees. We have worked closely with the leadership team to connect the brand platform to their 5-year growth strategy, helping to inform innovation across all facets of the business.

Westfield
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Innovation is possible anywhere. You just can’t approach it the same way everywhere. #uncommonsense @meghkeaney https://t.co/zD1Sjrfx1c