Taco Bell to "Live Mas" for Doritos Locos Tacos Launch

Posted by Shirley Brady on February 21, 2012 04:46 PM

Taco Bell is changing its tagline from "Think Outside the Bun" to "Live Más," which is Spanish for "Live More," starting with national advertising rolling out on TNT's NBA All-Star game on Saturday night.

The move is timed to the Doritos Locos Tacos launch on March 8th, which CEO Greg Creed told USA Today will be"the biggest new-product launch Taco Bell has ever had."

Not everyone's convinced by the new slogan, however. "They're trying to suggest a lifestyle aspiration but this seems an overreach for Taco Bell, as is their Cantina Bell menu effort," commented restaurant marketing consultant Denise Lee Yohn to Ad Age.

"A tagline should embrace the DNA of the brand, which for Taco Bell is extraordinary value," she said, adding that the use of "imperative tag lines" seem outdated, and that Taco Bell should use a tagline that communicates the personality, spirit, or values of the brand, such as Chipotle's "food with integrity" stance.

More about: Taco Bell, Doritos, Yum! Brands, Frito-Lay, PepsiCo, Co-Branding, QSR, Launches, Taglines, Hispanic, Verbal Identity

college application essays says:

I think this "Think Outside the Box" is more popular than the new prospective one... We knew for the fact that Taco Bell set its name on the history.. and that tagline is along with its success.

February 22, 2012 12:16 AM #

Marco A. Sandoval says:

I don't remember giving permission for Taco Bell to use my initials, MAS. :>}

February 22, 2012 02:32 PM #