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Taco Bell Has New Slogan

Adios, "Think outside the bun," hola, "Live mas." It is meant to signify a move from the idea of "food as fuel" to food as experience and lifestyle. On Feb. 25, the company will roll out a campaign featuring the slogan with TV spots airing on TNT's NBA All-Star Saturday Night and then nationally. The campaign was developed by Taco Bell's agency, Interpublic's DraftFCB, Orange County.

Also on tap is a national product launch for Doritos Locos Taco ( a taco with a Doritos shell) on March 8. Taco Bell CEO Greg Creed called it the chain's biggest product launch ever. (Doritos is owned by PepsiCo, with which Taco Bell has a contract for beverages.) The QSR chain also introduced breakfast in nearly 800 locations in January. The rollout included a co-branded menu with brands such as Johnsonville, Cinnabon and Tropicana. And it's testing what it calls the Cantina menu, which is more upscale and focused on fresh ingredients.



Read the whole story at Advertising Age »

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