Back in 2017, while leading Taco Bell's marketing strategy in Kuwait, the challenge was clear: how do you introduce tacos and burritos to a culture unfamiliar with Mexican flavours? The concept of Mexican food was still a mystery for many, and traditional tacos didn't resonate culturally. A bridge was needed between curiosity and acceptance.
The answer came from something every Kuwaiti already loved: ice cream cones. Using the kitchen's ice cream tools, taco shells were reshaped into cones and called Tacone — three flavours, one viral food innovation.
Three Tacone flavours launched simultaneously — each designed to appeal to a different part of the local palate while carrying the global Taco Bell identity:
What started as a bold local idea became a viral food innovation that not only boosted business but reshaped how a global brand connected with local culture. Soon after, other brands created spin-offs: ShawarmaCone, BurgerCone.
The concept was simple yet daring: tacos reimagined in a format locals could instantly relate to.
Brand strategy and creative concepts that start with cultural intelligence — and travel.
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