Product Launch
Tac-O Seasoning
Dan-O’s Seasoning was launching their latest flavor – Tac-O – and despite optimism, there were significant obstacles to overcome to help drive success.
This was a priority opportunity as Mexican seasoning has the highest HH penetration of all seasoning blend types at 58%.
The Tac-O flavor was perfect for the most fun brand in food, but we had to overcome form factor (bottle vs. packet), store location (seasoning vs. international aisle), and price point.
Messaging Direction
To attract our target audiences (Everyday Freestylers & Female Shoppers), we set our messaging strategy and focused in on key features and benefits to highlight.
Anchoring Creative Strategy
The Insight: Everyone talks about Taco Night. Or Taco Tuesday. But what about all the other days of the week? What happens if we have a whole bottle — not just a packet?
So What If…
Our seasoning ditched taco night for taco life?
Product Features & Benefits
Using input from Product and Sales, we prioritized two features to promote and their benefits.
Fresh Ingredients to give you more flavor.
No Silicon Dioxide to ensure a good-for-you product.
Creative Concept
Live the Tac-O Life
Tired of playing it safe with your tacos? You should be. Always-in-a-tortilla-all-of-the-time won't cut it. And limiting tacos to Tuesday, aka Monday in a trenchcoat, isn't helping either.
Dan-O's Tac-O is where the one-day-a-week taco tradition ends and the bounty of Taco Life begins. We're here to make you forget everything you thought you knew about tacos and start anew with this bottle of real ingredients. Like - those things at the end of your arms?
They aren't hands. They're taco making machines. Now and forever.
Before you know it, you'll be seeing the food pyramid like never before. Every ingredient one shake away from a taco. A life of freestyled flavor without end.
Launch - Photography Library (44 Images)
Post-Launch - Animated Banners
Post-Launch - Carousels
Post-Launch - Static Social
Post-Launch - Programmatic Display
Results
The Tac-O release was Dan-O’s second-best product launch.
Tac-O remains one of the highest-performing blends.
The Tac-O launch email (released April ‘24 leveraging our concept + creative assets) generated 30% higher CTR, 3x Conversions, and 6x Email Revenue.
(compared to the March ‘24 SEA-soning release)
“This helps retailers understand that we have a different proposition, which helps Sales get this on the shelf. Changing the lens makes the argument of getting into Retail.”
Neal Stewart, Chief Commercialization Officer
“I love Taco Life three times.”
Dan Oliver, Owner