Is every brand a "challenger brand" now?

So, Taco Bell is offering breakfast in the United States now. Should McDonald's be worried? As the undisputed gods of the fast food breakfast, McD should, by all accounts, ignore all challengers — at least in public.

At least, those were the ironclad Rule of Marketing we were taught: The #1 brand in a category never acknowledges the competition. Coke, for example, pretends Pepsi doesn't exist, so that Pepsi has to spend all its efforts comparing itself to Coke.

Fast food was pretty much the same: McDonald's just IS, while Burger King, Wendy's and the others spend advertising dollars basically reminding you that they aren't on top.

Taco Bell's ad, above, is no exception. (And not a new approach, either.) So did McDonald's just chuckle softly to itself, and go swimming in a room full of Egg McMuffin revenue?

No, they did not:

Imitation is the sincerest form of flattery. pic.twitter.com/e0dFN1ZCqy
— McDonald's (@McDonalds) March 29, 2014

Is this a foolhardy brand strategy deviation by a rogue social media team, or is McDonald's really going to start validating its competition now? Is it yet another marketing rule we need to rewrite?

Taco Bell offers the latest in over-the-top stunt eating cuisine

Junk food junkies are always looking for the latest affront to public health. "Baconator? Awesome! Double Down? I'll have two! Gravy Pizza? Bring it on!"

And for those of you who can't help but stunt eat the latest mysterious fad, Eater confirms that the Facebook rumours are true: There really is a Taco Bell taco with a shell made out of Goddamn Doritos cheesy corn chips. But you have to go to California to get it.

As evidence, the LA Times posted this amateur video capture:



Not my cup of sodium, but I'm sure this will cap off many a drunken night for young men in the area.

F'd Ad Fridays: Better than a sausage party, I guess...

Via