Scented Crunchwrapping Paper
TACO BELL
To get people talking about Taco Bell during the busy holiday season we created Scented Crunchwrapping Paper.
Five layers of wrapping paper, each one a different ingredient of our iconic Triple Double Crunchwrap and each one with a mouthwatering Crunchwrap-inspired scent.
It sold out on Amazon in a matter of days, and turned plenty of heads online and in the media.
30 Million
Media Impressions
$6,300
Media Budget
“You get your girlfriend lingerie and she’s like ‘this smells like a f*cking enchirito’”
“I’m going to wrap my wife’s
Peloton bike in it”
“If anyone is going to wrap presents for me this year, I want it”
“Taco Bell Canada clearly thinks that the best presents are the ones that smell like they’ve just come out of a drive-thru window.”
Credits
Role: concept, art direction, design, social
ACDs: Bernice Lo, Adam Notzl-Keyser, Julia Morra, Trevor Gourley
Jr. Art Director: Tommy Yong
Copywriter: Jackson Byrne
Jr. Copywriters: Jon Dawe, Suzie Charles