Battle of the Brands: Taco Bell v. Jack in the Box

For the purpose of this deconstruction and reflection blog, I have analyzed two different 2020 advertising campaigns. The first campaign I took a look at was the "Menutaur" series of advertisements for Jack in the Box by David&Goliath, and the other campaign I focused on was Taco Bell's "Circus" campaign by Deutsch.

The Jack in the Box campaign creates a fictional horse-like creature whose main function seems to be adding another patty to any burger menu item, primarily highlighting a consumers ability to customize along with a couple new double-stack menu items (no customization needed). In all of the Menutaur advertisements, the creature is presented in a cartoonish animation, even when some videos contain real-life actors and sets.

In contrast, the Taco Bell campaign portrays the experience of ordering and eating their new double-stack tacos as the equivalent to a magical, over-the-top circus show. The ad shows ordinary teenage kids walking into a giant circus tent with acts swirling all around them, and trapeze artists holding each of the new double-stack tacos.

By the presentation and feel of both advertisements, it is likely that their target audience centered around a similar age demographic. Both seem directed towards adolescents, especially middle and high school aged kids. I have come to this conclusion because of the youthful cartoonish and comic-like feel of the Jack in the Box campaign, as well as the chosen consumer (a group of young teens) in the Taco Bell ad.

It seems that both campaigns are trying to keep the tone light-hearted and youthful. I would say though that Taco Bell's campaign probably has more potential to reach beyond the teen market than Jack in the Box's. I think this because Jack in the Box's campaign, while potentially greatly influential for an younger audience, personally did not resonate with me.

The Menutaur campaign is a far-out fictional concept with no relation to any existing thing; on the other hand, the Taco Bell campaign shows a circus scene that more people can relate to and call on pre-existing schema to explain. While not all viewers will be able to say they understand the feeling of going to a circus because they've been to one, it is safe to say that the majority has seen the portrayal of circuses on tv or in movies. Because of the average viewers greater ability to relate to a circus scene, Taco Bell has been able to effectively portray the feeling of awe, amazement, and wonder that they were after.

Another point of contrast comes with the fact that the Menutaur campaign is composed of several short advertisements, while the circus campaign is primarily centered on a single longer advertisement. I do think that it was necessary for Jack in the Box to make several Menutaur variations, not only to demonstrate the variety of double-stack options, but also to establish the Menutaur as an essential element and to better define his characteristics. With that being said, I still would not have gone the "Menutaur route", primarily due to its perceived inability to reach outside its target demographic.

One strength of the Taco Bell ad I'd like to point out is the way it has portrayed Taco Bell as premium quality, without forgetting to highlight the benefit of its low prices. The advertisement highlights the low price of the new menu item by using a fire blower to blow a $1 graphic made of fire. I thought this was an interesting way emphasize the value price of the tacos while sticking with their circus theme and it really kept my interest as a viewer.

Overall, I can confidently say I believe the Taco Bell campaign by Deutsch will make a greater impact than the Jack in the Box Campaign by David&Goliath. While both campaigns excel in creative elements, the Jack in the Box campaign fell short of Taco Bell's ability to excite and reach a larger audience.