Taco Bell Promotes New “Live Mas” Tagline in New Campaign [VIDEO]


Taco Bell is introducing its new “Live Más” tagline in a kickoff campaign for Doritos Locos Tacos (joining the quick serve restaurant chain’s menu on March 8th). The first commercial, “Pockets,” will premiere during TNT’s All-Star Game telecast on Saturday night. Find out more below.[more]

According to Taco Bell’s press release on the new campaign:


2012 marks the 50th anniversary of Taco Bell. Along with launching two new menu items — Doritos® Locos Tacos and FirstMeal (breakfast) and unveiling Chef Lorena Garcia’s Cantina Bell offerings in select cities — Taco Bell® is adding tailwind to this momentum by launching a new brand campaign and tagline: Live Más.   

Live Más replaces “Think Outside the Bun” as Taco Bell’s official tagline. The reason? Taco Bell is looking to the future — and the new tagline is a way to signify and underscore the brands commitment to what made it great to begin with: value, quality, relevance and an exceptional experience.  Also at the center of this change: going from mindset of food as fuel — to food as experience…something Taco Bell’s highly engaged fans have been asking for. Whether its celebrating the distinct flavors and craveable tastes or the connection the brand has had to music (via Feed the Beat) and their lives, Live Más better reflects what the brand’s consumers truly feel and aspire to. 

Live Más also represents everything Taco Bell’s founder Glen Bell stood for. One of his recipes for success: your quality of life depends on your attitude.  Like the new tagline, Glen did indeed “live more.” He was an explorer, an innovator  he didn’t wait for life to come to him. He went after what he believed in —regardless of whether believed he could accomplish it or not. Taco Bell’s hope is that Live Más inspires people to try new things  across all aspects of their lives. To live “Más” is a spirit and an energy that you can expect to be conveyed in all of Taco Bell’s consumer touch points

Live Más rolls out via an integrated marketing campaign including PR, digital, and in-store advertising. The broadcast advertising debuts Saturday, February 25, with TV spots airing on TNT’s NBA All-Star Saturday Night and then in national rotation thereafter. The brand has developed three TV spots, running in 15-second and 30-second compartments. One, titled “Pockets” will debut first.  The other two, “Road Trip” a story inspired by events of New York friends who traveled to Ohio to try the Doritos Locos Tacos and another that celebrates “After-Wedding Party.”

Watch a spot for a Twitter-based Doritos Locos Tacos contest below.