What’s the best way to get people trying to guess your secret? By telling them you’ve got a secret and leaving the rest to their imagination. That seems to be the tactic for Taco Bell’s latest plan to drum up hype for a new menu item.
Taco Bell (kind of) announced on Thursday that it will introduce “what could be its biggest food creation yet” to the world via a commercial during the Super Bowl on Feb. 7.
The heavily redacted press release (see below), which looks more like some Hoover-era FBI file than a fast food chain ad, offers virtually no details on what the new item might be.
TB’s upcoming Super Bowl ad will mark the fast food company’s return to the big ad game after last airing a promotion during the event in 2013.
“We aren’t revealing details of our spot until the big game, but we will have ways for our fans to engage with us in the weeks leading up to Super Bowl 50,” Chris Brandt, chief concept and brand officer for Taco Bell, tells Business Insider. “This build up will pay off with one of the most exciting announcements from the Taco Bell brand to date.”
While Taco Bell is certainly hoping to get people talking, there’s always the slight chance that it’s overselling the announcement.
In October 2014, the company inexplicably marked the launch of a new pre-ordering app by blacking itself out on the Internet. That ploy fell a bit flat, resulting in more questions than excitement.
For those of you who like playing the guessing game, or just want to see what an unhelpful news release looks like, here’s the TB announcement: