Doja’s authentic indignation at the disappearance of Taco Bell’s Mexican Pizza quickly ended up being a sly collaboration, with Doja playing a sort of “anti-hero” endorser—a smart tactical platform developed by Deutsch LA where she annoyed Taco Bell till it brought the menu product back.
TikTok was important to the campaign. Doja composed a Mexican Pizza “jingle” and launched it on the platform, and Taco Bell ultimately produced a whole TikTok musical about her Mexican Pizza legend. (And yes, Taco Bell brought the Mexican Pizza back, which Doja revealed on phase at Coachella.)
@tacobell @Doja Cat ♬ initial noise – tacobell
The jury concurred the work set the bar in 2015 for amusing material that feels native and natural to the platform. “This is exactly how brands should be thinking about TikTok,” said one juror.