“Yo quiero Taco Bell!”
You’ve all heard it. And whether you love or hate the Spanish-speaking chihuahua, the advertising campaign seemed to go on forever. So it must have worked, right?
Three years into the campaign, Taco Bell experienced a 6% decline in quarterly sales. At the time, that was the biggest “quarterly decline ever for the nation’s largest Mexican-style fast-food chain,” according to the Los Angeles Times. So the company (thankfully) shelved the chihuahua ads.
If only Taco Bell had a way of knowing exactly what consumers thought of the ad before introducing it in 1997.
Well, thanks to researchers in New York who can now track our brain waves while we watch video content, that might be possible in the near future.