Live Más: Much More Than A Tag Line For Taco Bell

March  14,  2012 / By Paul Brovak

At the stroke of midnight on March 8, Taco Bell launched Doritos Locos Taco, an innovative product that’s caused a passionate online water cooler conversation in the weeks leading up to launch day.

Just a week prior to the arrival of Doritos Locos Tacos at more than 5,600 restaurants, Taco Bell introduced a new brand positioning, Live Más. It could not have been more timely.

For Taco Bell, Live Más isn’t some catchy tag line. It’s the way the brand approaches their product innovation, employee communication, customer engagement, sponsorship activation and more.

Just take Doritos Locos Taco as one example. Before one of the most innovative products in the brand’s history ever became available nationwide, the brand brought Live Más to life in more ways than one.

Taco Bell gave their biggest  brand advocates the opportunity to truly Live Más. They gave them the chance to not only sample Doritos Locos Tacos before the rest of the nation, but they invited them to their Restaurant Support Center to go behind the scenes, meet the innovators behind the product and the brand’s senior leadership.

Simultaneously, they invited fans across the nation to Live Más via its “Hometown Tweet-off” with the winning fan getting the chance to feed their town the new Doritos Locos Tacos less than a week before the national launch. For 18-year-old Zach Smith of Fuquay-Varina, NC, Live Más came to life on March 2 when the Taco Bell Truck rolled into town with enough Doritos Locos Tacos to feed his family, friends, neighbors and the Mayor of Fuquay-Varina making him a small town hero for the day and a legend for years to come.

All this before USA Today and the Today Show featured the new Doritos Locos Tacos and the first commercial supporting the product ever aired.

For Taco Bell as it turns 50 years young later this month, Live Más is more about innovation, more engagement and more relevancy in today’s increasingly crowded marketplace.


This post was co-authored by Taylor Managing Partner, Mark Beal

Photo Credit: Taco Bell

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