Genius marketing strategies? They’re not all created equal.
In case you haven’t heard of Taco Bell’s latest marketing triumph, let’s set the stage:
Imagine it’s the end of a long workweek, and you (likely a Millennial or Gen Z’er) are daydreaming about the day you can retire. Sip margaritas on a beach. Play pickleball in the middle of the day. Take bus rides with your 20 closest friends to go line dancing or tour your favorite museum without asking your boss for one of your measly ten days off per year.
Now imagine Taco Bell read your mind—and created an early retirement fever dream for all ages. Where you can cosplay your retirement fantasy…without the hip replacement.
Even if you weren’t already a Taco Bell fan, you might find yourself interested. And if you already loved the brand, well, you’re all in, right?
If you think the above scenario sounds far-fetched, you haven’t been paying attention. Because this is exactly what Taco Bell did this August. Pickleball tournaments, crochet clubs, afternoon naps, and all.
So, beyond just being creative and fun, what is Taco Bell doing so right with this kind of event (which sold out in about ten seconds)?
Here’s our take:
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It’s not that serious
Today’s consumers—and especially Gen Z—are already tired. They’re studying, working, and being more active in causes they care about than any prior generation (Gen Z is almost twice as likely to attend a political protest, for example). Life is busy and serious and exhausting.
So, it’s no surprise that anything wacky and fun garners a big “yes, please” from a generation desperately trying to avoid burnout. If the world is burning, better to live like any day could be your last. Toronto billboards that dispense nacho cheese? Yes, please. A Vegas Taco Bell-themed wedding? Hilarious, let’s do it. An early retirement party where you can play Bingo until you drop (into a nap)? Hell to the yes.
Taco Bell understands that we all need a little whimsy. They don’t take themselves too seriously and their big marketing events, unlikely partnerships, and in-person fiestas aren’t that serious either.
(Obviously, this doesn’t work for every brand. Just about nobody wants their bank to be unserious, for instance. Or their neurologist. Or the company that installs their plumbing. But their provider of silly fake tacos marketed by a talking dog? That brand can have fun.)
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It’s newsworthy (precisely because it’s wacky)
Taco Bell already has a following—but they’re not just doing this to keep fans. They’re doing it to build fans. Which means they need buzz. Which means they need to think like journalists.
What do journalists want to write about? What do bloggers want to feature? What do influencers want to talk about online?
The answer will always take you outside the expected. Newsworthy means unusual, outrageous—sometimes in a scary way, sometimes in a surprising one, sometimes in a hilarious one. Taco Bell is leaning in on the latter, which earns them a lot of coverage in major news outlets every time they announce one of these wacky stunts.
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It’s all about community
In-person events like this aren’t even just about Taco Bell itself. For attendees, they’re about finding people with shared interests. A similar drive for fun and silliness. A desire to let their hair down.
Who would go to an early retirement party for all ages? Well, the exact kind of people an attendee wants to meet and mingle with. Shared silliness, a vintage costume opportunity, and a way to connect with other people without work or life pressures for a few days tap into a deep, human longing for connection and joy.
With 30% of Americans saying they feel lonely every single day, that kind of community-building is no small thing. And brands that can tap into that connectivity are—as Taco Bell demonstrates—reaping big rewards.
Time to get wacky
Taco Bell isn’t the only company winning big with wackiness and fun at the center of its marketing. This year, the Olympics went wild with Snoop Dog. In 2021, Match.com knocked it out of the park, going weird with none other than Satan himself looking for love. And let’s not forget that time Stouffers decided there was a market for wearable macaroni and cheese (and it worked).
The point: this is an age-old tactic, and it continues to work.
Again, it’s not for everyone. Some companies have to be serious because their products or services mean life or death, safety or lack of it. But for those of us marketing less life-or-death things, weird and wacky are in and always will be.
And if you need help devising your wild marketing strategies, we’re always just an email away.
