Marks Daily Apple
Serving up health and fitness insights (daily, of course) with a side of irreverence.
21 Nov

How Do You Say ‘No Shame’ in Spanglish?

I have to hand it to Taco Bell for being both devastatingly brilliant and unforgivably evil. In a new campaign called the Fourth Meal, they’re pumping the fourth meal (yes…“the meal between dinner and breakfast”) with a dazzling disregard for health, ethics, decency and taste.

Normally, I tend to admire rebels and rule-breakers. I don’t exactly have best friends over at Big Pharma. And I understand Taco Bell isn’t in business to kiss babies and hug Aunt Sue. Taco Bell is in business for the same reason everyone else is: to make some cash. Hopefully, you can make some cash while doing something good. Not so with el Taco. To that end, their marketers are brilliant.

Running a late-night campaign obviously aimed at college kids, night owls and (let’s be frank) bar flies – and being so blatantly cavalier about – is smart business.

The website is so cool, it’s appalling. At the site, viewers can choose to enter as a hip young man or woman. Next up, you pick trendy threads to wear. You navigate a late-night, funky urban street. Via a glossy black virtual handheld device (of course), you can talk, make buddies, and play – you can become a “Fourth Mealer”.

That’s right: Taco Bell is pushing an entire online community a la MySpace, Friendster, Squidoo (and your very own Mark’s Daily Apple) devoted entirely to feeling cool about scarfing a late night meal complete with the Taco Bell version of the four food groups: Melty, Crunchy, Spicy, Grilled.

Hey, I was a college kid once; maybe you were, too. We’ve all had a wild night (or ten) at some point in our lives. I don’t hold anything against Taco Bell for wanting to make a buck. In fact, I advocate a fourth meal – in the sense that I advocate several small meals throughout the day to maintain appropriate blood sugar levels and keep the metabolism firing full speed ahead.

But let’s consider, just for a second, if Taco Bell could have done something different. Kids are smart. They also like to rebel against authority. Don’t we all?

What if Taco Bell had incorporated a few healthy items into their menu, marketed them as still being tasty (surely the food chemists can handle that order), and gone with the whole Fourth Meal campaign anyway. Only, instead of advocating the late-night consumption of complete garbage, pitching the healthy Fourth Meal as something only college kids and night owls would really “get”.

Taco Bell: “Hey, it’s late. The parental units are home in bed and feeling great about their three squares. Your boss thinks you’re still at the office and your professor thinks you’re studying for that exam. Right. All the nerds are probably reading and listening to Beethoven. But you need a little veg, a little protein, and a little taste – now. So you’re eating a cheap, fast, healthy meal because you have a life. You’re a fourth-mealer. You either get it or you don’t.”

Technorati Tags: , , , , , , ,

You want comments? We got comments:

Imagine you’re George Clooney. Take a moment to admire your grooming and wit. Okay, now imagine someone walks up to you and asks, “What’s your name?” You say, “I’m George Clooney.” Or maybe you say, “I’m the Clooninator!” You don’t say “I’m George of George Clooney Sells Movies Blog” and you certainly don’t say, “I’m Clooney Weight Loss Plan”. So while spam is technically meat, it ain’t anywhere near Primal. Please nickname yourself something your friends would call you.

  1. Hey that last pitch is pretty good actually…why can’t they do that? Is it really so difficult?

    Katie wrote on August 11th, 2010
  2. I think the documentary “Fat Head” put it pretty well. Fast food restaurants are selling what their customers want. Obviously those who frequent MDA are not Taco Bell’s customers.

    I’m a graduate student right now. You know what my fourth meal is? A hard boiled egg with mustard. Don’t blame Taco Bell for people’s eating choices.

    Cat Grok wrote on February 3rd, 2012
  3. Desgraciado.

    Molly wrote on July 11th, 2012

Leave a Reply

If you'd like to add an avatar to all of your comments click here!

© 2014 Mark's Daily Apple

Subscribe to the Newsletter and Get a Free Copy
of Mark Sisson's Fitness eBook and more!