Fans of the Doritos Locos Tacos should run for their nearest Taco Bell location soon if they want to try the newest flavor, which will be known simply as "Fiery."
The chain announced the third version in series on Tuesday, after teasing consumers with the news that the next Dorito Locos Taco would hit restaurants August 22. They had stayed mum on the name of the flavor, though, as part of an effort to generate excitement.
It's been speculated for months that Flamas -- a bright red spicy taco with a hint of lime flavor -- would be the next flavor, after it was tested last year. The Fiery Doritos Locos Taco is essentially the same product; Flamas was the working name based off of an existing Dorito chip line extension that's available in select markets.
The Doritos Locos Taco, first introduced in March 2012, was the biggest and most successful product launch in Taco Bell's history. A year later, it unveiled its Cool Ranch Doritos Locos Taco, and by May, the chain said it has sold more than 500 million of the tacos total.
"For the third DLT, we heard our customers as they told us they wanted something spicy and with flavor," said Taco Bell president Brian Niccol. "So, in another Taco Bell first, we partnered with Frito-Lay to create a DLT that delivers heat, but with a twist, and is available exclusively at Taco Bell. Mirroring the flavors of a regional spicy Doritos chip, we made a few changes based on customer feedback – including the use of a red shell and a more descriptive name – to create Fiery DLT."
The new flavor launches August 22 and marketing for the product will launch on August 25. The campaign will include TV, in-store and radio work from Deutsch LA -- the Interpublic agency that has increasingly been getting more work from Taco Bell at the expense of sibling agency DraftFCB -- as well as digital and social media, supported by Digitas.
Taco Bell in June began promoting the latest product with a social-media tease. At the time, it made no mention of when it would be available or what it would be, but Instagram and Vine videos showed "New DLT" spelled out in flames, an indication of the spicy flavor.