Taco Bell's new slogan – Live Más – debuted Saturday during NBA's All-Star Saturday Night.
The new tagline was created as part of the brand's 50th anniversary this year, and complements new additions to the menu, including the Doritos Locos Tacos, FirstMeal (breakfast) and Chef Lorena Garcia's Cantina Bell offerings.
Live Más replaces "Think Outside the Bun." The colors have also changed from purple to black and white. Facebook reactions about the new marketing message have been mixed, but skew positive thus far.
According to a statement from the company, Taco Bell is looking to the future, and the new tagline is a way to signify and underscore the brand's 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 it's 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," said a press release.
The new slogan fits founder Glen Bell's motto: "Your quality of life depends on your attitude." Taco Bell's objective is that Live Más inspires people to try new things.
The brand's website features an additional message highlighting the new campaign: "Sometimes you just gotta kick up some dirt; make some waves; blaze some trails; burn up the night; be the first one to head out; and the last one to turn in; try what you've never tried before; make a play, and let it ride; because if you never do, you'll never know. Sometimes you just gotta Live Más."
The message will be conveyed through an integrated marketing campaign, including PR, digital and in-store advertising. The broadcast advertising is currently in national rotation. The brand has developed three TV spots, running in 15-second and 30-second compartments. The commercial titled "Pockets" was the first to roll out.
The other two, "Road Trip," a story inspired by the events of New York friends who traveled to Ohio to try the Doritos Locos Tacos, and another that celebrates "After-Wedding Party," will follow.
Here is the first of three commercials touting Taco Bell's new tagline:
Read more about marketing campaigns.