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.
A (quickly dropped) lawsuit over the content of the chain’s seasoned beef filling turned many diners off Taco Bell, causing sales to slide. Then, earlier this month, the company was linked to a multi-state salmonella outbreak from the fall.