Tacone / Taco Bell
The taco was unfamiliar.
The cone was not.
In 2017, leading Taco Bell’s marketing strategy in Kuwait, the question was how to introduce tacos and burritos to a market that did not know Mexican food well. Traditional tacos did not connect, so a bridge was needed between curiosity and acceptance.
The answer came from something everyone already loved: ice cream cones. Using the kitchen’s ice cream tools, taco shells were reshaped into cones and named Tacone. Three flavours, one food innovation that spread fast on social media.
ContextHistorical portfolio work from Tarek Jouda’s career. Shown as experience, not as a Donalep client engagement.
Figures as published in the original case study.
Campaign photography
Campaign videos
A local truth that travelled.
Three Tacone flavours launched together, each for a different local taste while keeping the global Taco Bell identity: Spicy, with a red shell, jalapeños and hot sauce; Cheesy, with a yellow corn shell and cheese blend; and Classic, in a crisp original shell.
What started as a bold local idea boosted the business and changed how a global brand connected with local culture. Other brands followed with ShawarmaCone and BurgerCone.
Results and impact.
- 170% top-line sales growth and 92% profit growth
- 420% increase in social media followers and engagement
- Interest from US and European Taco Bell markets in launching it
- Inspired ShawarmaCone and BurgerCone across the region
- Tacone stands at Comic Con and university events
- Stronger connection with young customers in a new market