d. expósito & Partners Campaign is TANGUSTOSO.

Edgy new campaign gives unique flavor to national effort for New York, the multicultural language that is being created in today’s America adds a new word: TANGUSTOSO.

The unique word meaning “so tasty” is the brainchild of d expósito & Partners as the thematic title of its new campaign for McDonald’s and its new product ANGUS Third Pounders, three types of burgers made of Angus beef.

In a campaign opening in New York this week, TANGUSTOSO is featured in out-of-home, radio and on an edgy Web site, TANGUSTOSO.com, also a creative idea out of d expósito & Partners. The agency, with less than a year in the marketplace, has begun to distinguish itself for innovative creative product.

“The word, TANGUSTOSO, is a perfect, strategic fit for the launch of the Angus Third Pounders,” said Ken Ebo, marketing manager, McDonald’s Corporation. It has descriptive meaning, it has a ring to it, and it captures the product name to drive consumer recall. What more could you ask for?

The fully bi-lingual campaign launched with a three-week teaser phase prior to the full launch on September 3rd. The teaser phase on www.tangustoso.com features man-on-the-street style videos trying to define TANGUSTOSO and a spoof of an adventure video with viewers selecting the ending. All the videos use humor, intrigue, a bit of paranormal and plain silliness without revealing the product in its entirety.

“This is a great example of an advertising campaign that is clever and ahead-of-its-time because it effectively uses a variety of media to engage consumers on many levels,” added Ebo. “The radio, outdoor and experiential components create the intrigue to drive our customers online, where the real user-brand interaction takes place. The overall consumer experience itself is ‘so tasty’ that it provides just the right anticipation for the new Angus Third Pounders.”

Once launched the online campaign shows people in everyday life situations that suddenly turn awkward. For example, one spot features a young man eating the burger while playing congas with his elbows at the same time.

“TANGUSTOSO is a made up word, of course, but in this case that’s precisely what makes it catchy as it gives language the protagonism it usually has in good advertising,” said Jorge Ulla, partner and chief ideation officer, d expósito & Partners. “The fact that TANGUSTOSO travels well from Spanish to English enhances its potential for popular acceptance.”

The campaign targets bilingual/Spanish dominant Hispanic adults 18-34 with agnostic media habits and the craving for a big flavor, premium burger. Consumer research reveals that Hispanics associate the word ‘Angus’ with ‘quality’ and ‘premium’ key selling points among this audience,” said Veronica Payán-González, managing partner/McDonald’s account director, d expósito & Partners.

The McDonald’s new Angus Third Pounders come in three different variations: the Deluxe, the Mushroom and Swiss, and the Bacon & Cheese. The full national launch will occur in 2009.