Taco Bell wants to wrap your holiday gifts in its taco scents
I’m a touch late to the party here, but Taco Bell has its own line of gift wrap this year. Big deal, right? Who cares? The millennial-obsessed cult-like brand is doing another stunt. Whoop-dee-dang-doo. It’s called CrunchWrapping and looks like this.
Taco Bell
Cute, maybe? Kitschy? For sure. Starts reading…comes in five varieties…available for $4 on Amazon…lettuce, tortilla…blah, blah, blah. Continues skimming…“limited-edition collection of taco-scented wrapping paper, released just in time for all your holiday wrapping needs.”
Wait, WHAT!!!??? Hold. The. Phone. This is scratch-and-sniff-style taco-scented wrapping paper? OK, now we’re talking about something a bit different. Give me a second to um…unwrap…this?
Amazon
First, the facts. Five CrunchWrapping flavors: seasoned beef, nacho cheese sauce, crunchy tostada, tortilla and veggies (tomato, lettuce and sour cream). Available for $4 via Amazon Canada. Set to be available from December 2 to December 22 for all the frenzied holiday shoppers out there. Already “sold out.”
Now, the analysis.
I hate it.
I love it.
I hate it.
I might not hate it.
How was that for a quick trip inside my brain?
Here’s what I mean. At first, I was turned off because it’s more of the same. Another scented firelog. Another stunt-y QSR thing more about shock than strategy. Something that might drive disproportionate buzz, but probably deliver little in business.
But, then, I re-examined. I learned that this is year two, so there must’ve been some benchmarks of success from the debut effort. I perused the headlines, and they are impressive and extensive. And, lastly, I broke it down a bit more. There is value in the details.
The wrapping paper is called “CrunchWrapping” for a reason. The wrapping paper options themselves are deconstructed elements of the beloved Triple Double Crunchwrap. I love the built-in branding there, and the thought behind driving more crave-ability around a high-priced menu item. It’s also experiential and sensorial, which I like.
The ultimate thumbs up or down? Not sure. Cost would be part of the verdict, but, generally, I’m coming around to this and what seems a relatively low-lift effort in Canada.
As for the seasoned beef CrunchWrapping paper? I’m just not ready to talk about it quite yet.