Marketing

Taco Bell launches global L.O.C.O.S. platform to target emotional fans

Photo: Taco Bell

June 23, 2026

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Taco Bell has launched its global platform, L.O.C.O.S., on Tuesday, aiming to connect with fans experiencing intense emotions from sports events, personal milestones and major life moments.

The initiative launches alongside major summer sports events and features two distinct operations: Celebration Mode and Support Mode. Through the official mobile app, users can earn rewards and tacos, while select international markets will host real-world activations.

"Fandom has a way of making every moment feel bigger — the wins feel sweeter, the stakes feel higher, and Taco Bell has always been there to support those moments," Taylor Montgomery, Global Chief Brand Officer at Taco Bell, said in a statement. "L.O.C.O.S. takes an existing fan behavior and builds a global platform around it, giving Taco Bell a bold new way to show up for fans in moments they care about most."

As part of the rollout, U.S. rewards members can access a personalized, gamified experience in the app from June 23 through July 13. Street-level promotional events featuring free food, merchandise and interactive booths will take place in Los Angeles and New York City starting June 25.

International activations are scheduled for multiple global markets. In the United Kingdom, events will take place in Camden, London, on June 23 and June 27. Australian activations begin June 26 in South Yarra, Melbourne. Canadian stops include Toronto and Vancouver, while events in Brazil run through July 19 at Ibirapuera Park in São Paulo. Delivery promotions in Spain began earlier this month on June 1.

"No matter where you are in the world, fandoms may look different, but the feelings are universal: celebration, disappointment, loyalty, and the need for a taco when the moment calls for it," Amy Durini, Chief Marketing & Strategy Officer, Taco Bell International, said. "As L.O.C.O.S. comes to life internationally in select markets, Taco Bell is showing up for fans around the world in ways that feel true to each local fandom, recognizing the passion, traditions, and shared experiences that make them so unique and powerful."

Company officials stated that the L.O.C.O.S. platform is designed to continue past July, with plans to target future cultural rivalries and events.