The campaign
Would you order what you cannot see?
Taco Bell opened pre-orders before showing fans the new product. The secrecy became the launch mechanic itself.
More than 78,000 fans chose to trust the brand and reserve the item sight unseen.
The Blind Pre-Order
A new taco ordered sight unseen.
The idea
Before revealing its biggest product launch, Taco Bell let fans place a blind pre-order. They committed to the new item without knowing what it looked like.
