Taco Bell Launches the “Five Buck Buck Box.” Seriously.

Twenty years into a marketing and branding career, I’m still regularly amazed by what makes it to market.

Taco Bell has just introduced a new menu item. Below are two screen-grabs taken from the Taco Bell website this week:


Note that it’s not the “$5 Box.” Or the “Five Buck Box.” It’s the “$5 Buck Box.” That’s the “Five Dollar Buck Box.”

Or, if you prefer, the “Five Buck Buck Box.”

A number of agency and client personnel no doubt saw and approved this creative. So I’m assuming this was a deliberate choice. The question is why?

Every touch-point is an opportunity for your brand to gain credibility – or lose it. Taco Bell, you may not care about grammar, but why offend those of us that do?

About Matthew Fenton: Matthew helps challenger brands to focus, grow and win.  Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.”  His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation.  Contact Matthew here.  He calls Chicago home.

Copyright 2012 – Matthew Fenton.  All Rights Reserved.  You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.

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2 Replies to “Taco Bell Launches the “Five Buck Buck Box.” Seriously.”

  1. I’m hoping the reason was because they thought their customers weren’t smart enough (or too drunk?) to understand one or the other.

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