Taco Bell, Irvine, Calif., launches its new product line, Chalupas, Sunday on network TV with a 30-second commercial featuring the chain's popular spokesdog. Chalupas, aimed at so-called heavy fast-food users, males 18 to 24, are deep-fried soft tacos with bold tastes. The three-flavor line has an introductory price of 99 cents. In the spot, from TBWA/Chiat/Day
, Playa del Rey, Calif., the Chihuahua witnesses a standoff with police and hungrily waits for the suspect to follow a command to "drop the Chalupa." The launch comes as the chain, a unit of Tricon Global Restaurants, Louisville, Ky., tries to boost sales after a disappointing summer.
Copyright September 1999, Crain Communications Inc.