Coming off a rough year, Taco Bell is approaching its 50th birthday hoping to think less and live more, ditching its old "Think Outside the Bun" motto for a new slogan: Live Más.
The Irvine chain plans to make a big show out of the switch, going public with the Live Más tag line with a television ad airing during NBA All-Star events this weekend. In the spot, a man comes home late from what was clearly an epic night that included a concert, a photo booth, some gambling and a run-in with some Taco Bell hot sauce.
Two other ads will begin airing soon after.
Más is Spanish for "more" – emphasizing food as experience instead of food as fuel, according to Taco Bell's brand consultants.
The Mexican-style restaurant company's revamp is part of an ongoing effort to recapture consumers after a particularly dismal year.
To recover, Taco Bell has launched a string of new initiatives. This year, the Yum Brands Inc. subsidiary launched a new "First Meal" breakfast lineup and also began testing a more health-conscious "Cantina Bell" menu, which could position the chain as a stronger competitor to fast-casual Mexican chains such as Chipotle.
In early March, Taco Bell will start selling its Doritos Locos Tacos – made with the popular snack chips.
The makeover tactic has been heavily employed by other fast food chains recently. This summer,