Using the Product Color Matrix

The Product Color Matrix (PCM) is a tool that marketers can use to model their products in order to appeal to a certain demographic.  Products are assigned a color based on their segment of the matrix and the different colors represent which type of product it is. 

For example, "White Goods" are large tools like appliances and insurance that carry a high risk and are purchased solely for their functionality. 

"Red Goods" are large toys like sports cars, motorcycles, and fashionable clothing.  These products carry a high risk because of their large price tag but are more of an expressive product. 

"Blue Goods" are functional products described as little tools that are used every day like gasoline and laundry detergent.  These carry a very low risk and are purchased for their functionality rather than their expressiveness. 

"Yellow Goods" are little treats that are purchased for their expressive values like snack foods, desserts, and beer. 

In many cases, a product can often fit in to multiple sections of the matrix depending on their intended or actual use.

The commercial I chose to analyze was a recent Taco Bell commercial that is a part of their "Live Más" campaign featuring their Cool Ranch Doritos Locos Tacos.  In my personal opinion, I think that Taco Bell is considered a "Blue Good" because it is very low risk (inexpensive) and is mostly purchased for its functionality (to satisfy hunger).  However, after watching this commercial, one could argue that Taco Bell could be considered a "Red Good" because it is almost used to express individuality.  The "Live Más" campaign is geared towards young adults and focuses on living life to the fullest, focusing on expressiveness. 

I think that this commercial does a good job at showing the expressiveness of Taco Bell even though it is generally considered a "Blue Good." It clearly shows a nervous young couple on their first date, and the boy finally gathers the courage to kiss her while eating the new Doritos Locos Tacos. 

Another Taco Bell commercial titled "Grande Papi" takes a similar route in showing the expressiveness of their new "Live Más" campaign. 

This commercial features a father walking through the streets of a city eating a new Cantina Steak Burrito from Taco Bell.  Even though he is carrying his child on his chest, he still has his "cool factor" by eating Taco Bell, thus adding to his expressive individuality.

I think Taco Bell is using these types of commercials to try and change their brand image.  In the past, Taco Bell has received criticism for being extremely low quality food that is only good for a quick snack or a drunken late-night purchase.  The Live Más campaign focuses heavily on youth and young adults and recognizes their desire for expression.  I think that the marketers knew this when designing these ads to appeal to their desired demographic.