Magnetic Fields: The Third Law of Culture
What Taco Bell's new crunchwrap shows us about how brands can influence - and create - organic conversations online.
The internet creates chaos for brands.
And that chaos can be leveraged, for those brands that are fast and intentional enough with their decisions. Last year’s grimace shake debacle is one of the finest examples of building massive brand momentum from a singular, chaotic moment.
But not all conversation is just up to the chaos and unpredictability of the internet.
Yesterday, we launched our Magnetic 100: Restaurants, ranking and analyzing how the top 100 restaurant brands attracted Gen Z in Q1 2025.
If you need help understanding what “unpredictable" looks like… here you go:
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Action and Reaction: Culture’s Third Law
Through our new analysis framework in the report called Magnetic Fields, we can pinpoint a trickle-down effect from effective marketing and innovation that acts as an input to organic conversations.
We call this dynamic "action and reaction."
Actions are what brands have control over – choices across strategic pillars (what we call Magnetic Fields - more to come on these later) that serve as conversation catalysts.
Reactions are how the masses respond by creating (or not creating) content about these actions.
By studying this relationship, we can decode the seemingly unpredictable nature of what makes brands culturally relevant. The connection is not always direct or immediate, but patterns emerge that brands can leverage to increase their magnetic pull.
A recent Taco Bell launch highlights this action-reaction dynamic well:
ACTION - February 27, 2025 - TACO BELL CRUNCHWRAP SLIDERS
Taco Bell brought back a fan-favorite menu item with a modern twist - the Crunchwrap Sliders. This compact version of their iconic Crunchwrap Supreme offers a more affordable, portable option that resonates with value-conscious consumers while maintaining the visual appeal and unique eating experience of the original.
REACTION - Since February 27, 2025
26 OF THE TOP 100 UGC Videos since Feb 27 for Taco Bell were about this new product, dominating the brand's Q1 organic conversation.
18.7% OF ALL UGC ENGAGEMENT WITH THE BRAND At least 18.7%, or 1.77 million engagements, of all Taco Bell UGC engagements (9.5M) since February 27th have come from Crunchwrap Slider-related content.
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Product innovation that sparks conversation
In a market where consumers are increasingly price-conscious, Taco Bell's strategic revival of the Crunchwrap Sliders demonstrates how brands can balance nostalgia with current consumer needs.
The Sliders format hit a sweet spot of affordability, visual appeal, and portion control that make it ideal for social sharing.
While there is a notable dip in engagement after an initial rush of interest in the sliders, it remains to be seen if engagement trends will persist for the weeks ahead.
In Q2, will these Crunchwraps still be mentioned at the same frequency? Likely not - but at what frequency will they be mentioned after the novelty wears off?
And how will that compare to the existing menu items?
Understanding how this changes over time through this cultural reaction (UGC) is a pivotal metric missing from marketers’ toolboxes.
Magnetic Fields: The 5 P's That Drive Organic Conversation
While the Crunchwrap example represents an example of a product driving conversation, there are other Magnetic Fields that we can look at to drive conversation; to drive a reaction from brand action:
Presence: How a brand expresses its identity through creative strategy, visual language, and narrative. This includes everything from advertising and social content to packaging and photography style.
Product: The innovations, experiences, and offerings that people feel compelled to share. Product magnetism is not just about what something is, but how it makes consumers feel and how shareworthy it appears on camera.
Partners: Strategic collaborations with creators, other brands, and cultural figures that amplify relevance through authentic associations. The right partnership can connect a brand to new communities and conversations.
Places: How the brand manifests IRL. This includes retail environments, pop-ups, events, and spaces that create memorable, shareworthy moments.
Purpose: Value-driven initiatives and stances that build deeper connections beyond transactions. When done well, purpose can transform customers into advocates who feel personally invested in a brand's success.
Magnetic Fields provides an actionable framework for understanding why certain brand actions generate significant organic buzz, while others fall flat.
Actions we are watching and tracking as we move toward Q2 in the restaurant industry:
For access to our Q1 2025 Magnetic 100: Restaurants report where we break down restaurant-specific examples of Magnetic Fields, download the preview here.