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The Doritos Locos Taco at Taco Bell was actually invented in 1995
THIS MAN PITCHED TACO BELL A DORITOS TACO SHELL 19 YEARS AGO
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In 1995 Rader was a communications student at Tulane University when he saw a flier for a nationally competitive nine-week paid internship at the now-defunct ad agency Bozell, Salvati Montgomery Sakoda in Costa Mesa, California. At the time, BSMS had the Taco Bell account. The interns would be placed in teams of four and have the opportunity to dream up, research, and pitch new Taco Bell products. This was no ordinary internship; the company was flashing serious cash to the students, including trips to the San Diego Zoo, Planet Hollywood, fancy restaurants, and comedy clubs.
Rader's internship application featured construction-paper tomatoes, lettuce, and cheese inside a manila envelope cut in the shape of a taco shell. "I called my application itself 'the meat,'" he recalls. That was just the kind of thinking that would get a kid out to Costa Mesa.
At the time, Doritos were available in a short-lived series of specialty flavors co-branded with PepsiCo: Pizza Hut Cravers and Taco Supreme. "Our group's thinking was, why not just flip that idea around?" says Rader. Thus their pitch: The DoritoTaco, a Taco Bell taco with a Doritos flavored shell.
Was Taco Bell really paying attention to a bunch of college interns? Well, the interns certainly had conversations about their idea with many, many Taco Bell employees up and down the food chain, raising the probability that the idea might have stuck in someone's mind. Says Rader:
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In 1995 Rader was a communications student at Tulane University when he saw a flier for a nationally competitive nine-week paid internship at the now-defunct ad agency Bozell, Salvati Montgomery Sakoda in Costa Mesa, California. At the time, BSMS had the Taco Bell account. The interns would be placed in teams of four and have the opportunity to dream up, research, and pitch new Taco Bell products. This was no ordinary internship; the company was flashing serious cash to the students, including trips to the San Diego Zoo, Planet Hollywood, fancy restaurants, and comedy clubs.
Rader's internship application featured construction-paper tomatoes, lettuce, and cheese inside a manila envelope cut in the shape of a taco shell. "I called my application itself 'the meat,'" he recalls. That was just the kind of thinking that would get a kid out to Costa Mesa.
At the time, Doritos were available in a short-lived series of specialty flavors co-branded with PepsiCo: Pizza Hut Cravers and Taco Supreme. "Our group's thinking was, why not just flip that idea around?" says Rader. Thus their pitch: The DoritoTaco, a Taco Bell taco with a Doritos flavored shell.
Was Taco Bell really paying attention to a bunch of college interns? Well, the interns certainly had conversations about their idea with many, many Taco Bell employees up and down the food chain, raising the probability that the idea might have stuck in someone's mind. Says Rader:
As part of the internship, the twelve of us met with people at every level of both product development and advertising---Taco Bell food scientists, copywriters, art directors, media buyers, traffic people--in order to get a handle on each component of creating a Taco Bell product and pitching it in all channels.
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Some say god created heaven in one day, but it actually took 17 years.
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