In February of 2012, Taco Bell celebrated its 50th anniversary. To celebrate this accomplishment, Taco Bell decided to roll out a new slogan and ad campaign. The classic “Think Outside the Bun” became “Live Mas”. The national product launch of the first Doritos Locos Taco was introduced around the same time to bring major traffic. With the new Live Mas slogan, Taco Bell hoped to symbolize a lifestyle aspiration, which would connect to its target market, the millennial generation.
To further connect with their target market, Taco Bell pushed social media. Between 2007 and 2012, Taco Bell gained over seven million followers on Facebook through organic growth (The Glen Bell Legacy, 2015). For most brands at this time, this feat was unimaginable; however, Taco Bell wanted more. The fast food chain not only wanted to gain more followers, but also create a platform for storytelling and engagement. In 2012 (same time as new slogan launch), Taco Bell created a goal to reach ten million followers. To meet their goal, Taco Bell incorporated its new slogan into social media challenges and engagement. Taco Bell focused on communicating the new slogan and a consistent brand identity and engaged with fans in real
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There is also a microsite for Taco Bell’s “Feed The Beat” to explore new and upcoming bands and artists and gives back by providing free food on tour for exposure. Another site linked from the company’s main page is the Taco Bell Foundation for Teens, which is Taco Bell’s philanthropy, which donates one million dollars to teens helping with scholarships and finding lasting careers. All sites and social channels related to the brand are easily accessible and linked from the Taco Bell company information page and most sites link back to one another through the Live Mas