Author Topic: Taco Bell - Live Mas (Read 4422 times)

Mupepe · « **on:** February 23, 2012, 12:46:02 PM »

I can't believe I had to read this somewhere else

Quote

Taco Bell is going to start thinking outside "Think outside the bun."

The chain is well known for its current tagline, as well as its previous "Yo quiero Taco Bell" and "Run for the border." But the taco giant is introducing a new slogan, "Live mas" ("mas" is Spanish for "more"), as it tries to reverse its sales misfortunes.

According to a Taco Bell spokesman, the new line underscore the brand's "commitment to value, quality, relevance and an exceptional experience." It signifies a move from the idea of "food as fuel" to food as experience and lifestyle.

On Feb. 25, Taco Bell, which is celebrating its 50th anniversary this year, will roll out a campaign featuring the slogan with TV spots airing on TNT's NBA All-Star Saturday Night and then nationally. The campaign was developed by Taco Bell's agency, Interpublic's DraftFCB. The agency did not comment and referred calls to the client.

The chain spent about $250 million on U.S. measured media in 2011, according to Kantar. It is clearly banking on overhauls in its marketing and menu to turn its sales performance around. A national product launch -- for Doritos Locos Taco, a taco with a Doritos shell -- on March 8 is aimed at bringing in major traffic. Taco Bell CEO Greg Creed calls it the chain's biggest product launch ever. (Doritos is owned by PepsiCo, with which Taco Bell has a contract for beverages.)

It also introduced breakfast in nearly 800 locations in January. The rollout included a cobranded menu with brands such as Johnsonville, Cinnabon and Tropicana. And it's testing what it calls the Cantina menu, which is more upscale and focused on fresh ingredients (like Chipotle but at a lower price point).

While a different tagline may get some attention, will it be enough to spur a turnaround?

"It's not going to be a slogan but the desirability of the food that carries them," said Dennis Lombardi, executive VP-foodservice strategies at WD Partners. "The slogan will build awareness about the food and initiate possible trial. But they're going to need more than trial to substantially increase their sales -- and that means frequency."
Some argue that Live Mas might be a stretch for the brand.

"They're trying to suggest a lifestyle aspiration, but this seems an overreach for Taco Bell, as is their Cantina Bell menu effort," said Denise Lee Yohn, a restaurant-marketing consultant. "A tagline should embrace the DNA of the brand, which for Taco Bell is extraordinary value," she said, adding that value messaging would resonate in this economy.

Ms. Lee Yohn also suggested that using "imperative taglines" seems outdated and that Taco Bell should use a tagline that communicates the brand's personality, spirit, or values, such as Chipotle's "food with integrity."

The new campaign comes nearly 10 months after Taco Bell's franchisee council pressed the chain for an agency review. In a letter, the council expressed discontent with the chain's handling of a lawsuit concerning its ingredients as well as with its "value messaging." If Taco Bell launched a review, the letter said, "without a doubt, we will learn new things, obtain fresh ideas, and be further ahead, even if we decide to stay with the incumbent agency."

Four months ago, Taco Bell hired marketing chief Brian Niccol, a former CMO at Pizza Hut.

Taco Bell's parent company, Yum Brands, has been experiencing strong growth overseas, particularly in China. But the company, which also owns Pizza Hut and KFC, has been struggling in the U.S.

Yum 's same-store sales fell 1% in 2011. That included full-year declines of 2% at both KFC and Taco Bell, its most profitable brand in the U.S.; Pizza Hut's sales were flat last year. Fourth-quarter same-store sales rose 1%, driven by 6% growth at Pizza Hut but offset by drops of 2% at Taco Bell and 1% at KFC.

Taco Bell has blamed its 2011 sales problems on a false-advertising lawsuit related to its ground beef. Bernstein Research analyst Sara Senatore said in a recent report that the damage to Taco Bell's reputation had largely faded, and "given that Taco Bell comps have been positive through [first-quarter 2012], we expect new product launches (e.g., Doritos Locos Tacos in mid-March) and day parts (e.g., breakfast) to help sustain the trend."

http://adage.com/article/news/taco-bell-exchange-bun-live-mas/232849/?ee

Mupepe · « **Reply #1 on:** February 23, 2012, 01:00:21 PM »

I haven't been to Taco Bell in like a year but I love reading about taco bell and dreaming about their food mmmmm

Phoenix Dark · « **Reply #2 on:** February 23, 2012, 01:17:52 PM »

Taco Bell is not just cuisine, it's a lifestyle.

Joe Molotov · « **Reply #3 on:** February 23, 2012, 02:45:47 PM »

Taco Bell: An alternate lifestyle even Rick Santorum can't disapprove of.

MrAngryFace · « **Reply #4 on:** February 23, 2012, 02:47:05 PM »

Sales misfortunes?! Guys- we need to save Taco Bell!

Human Snorenado · « **Reply #5 on:** February 23, 2012, 02:57:28 PM »

I did my part today. Baha Blast!

Joe Molotov · « **Reply #6 on:** February 23, 2012, 03:00:30 PM »

Quote from: Creepy Old Guy on February 23, 2012, 02:57:28 PM

I did my part today. Baha Blast!

Jizzum of the gods.

MrAngryFace · « **Reply #7 on:** February 23, 2012, 03:01:15 PM »

I'm gonna eat some taco bell too. God bless taco america

Human Snorenado · « **Reply #8 on:** February 23, 2012, 03:04:13 PM »

Quote from: MrAngryFace on February 23, 2012, 03:01:15 PM

I'm gonna eat some taco bell too. God bless taco america

Tell them it's your birfday, demand free tacos

MrAngryFace · « **Reply #9 on:** February 23, 2012, 03:07:56 PM »

Diunx · « **Reply #10 on:** February 23, 2012, 05:31:49 PM »

Oh shit cheesy beef burritos are in special today!!!

Barry Egan · « **Reply #11 on:** February 23, 2012, 07:37:48 PM »

I agree with the marketing specialist that attempting to make taco bell more "gourmet" is a misfire, but when they open the curtain on something like the Dorito shell it makes me think the taco bell dudes know exactly what they are doing.

Diunx · « **Reply #12 on:** February 23, 2012, 08:14:30 PM »

1/2 pound beef and potatoes burrito >>> cheesy burrito.

lennedsay · « **Reply #13 on:** February 23, 2012, 08:31:33 PM »

Quote from: Joe Molotov® EDGE™ on February 23, 2012, 02:45:47 PM

Taco Bell: An alternate lifestyle even Rick Santorum can't disapprove of.

Joe Molotov · « **Reply #14 on:** February 23, 2012, 08:34:44 PM »

Quote from: MrAngryFace on February 23, 2012, 02:47:05 PM

Sales misfortunes?! Guys- we need to save Taco Bell!

What were the NPD numbers on the Cheesy Gordita Crunch?

MrAngryFace · « **Reply #15 on:** February 23, 2012, 08:47:40 PM »

We need to legalize weed stat- Taco Bell needs us

Phoenix Dark · « **Reply #16 on:** February 23, 2012, 10:59:40 PM »

Quote from: Joe Molotov® EDGE™ on February 23, 2012, 08:34:44 PM

Quote from: MrAngryFace on February 23, 2012, 02:47:05 PM
Sales misfortunes?! Guys- we need to save Taco Bell!

What were the NPD numbers on the Cheesy Gordita Crunch?

It wouldn't be accurate considering it would not include Gortidas sold at Taco Bells in Wal Marts

Trent Dole · « **Reply #17 on:** February 23, 2012, 11:52:00 PM »

I think Consume Mas or Eat Mas would be more fitting slogans. 'Fuck guy our sales are down, could you like, eat more food? C'mon, man!'

Mr. Gundam · « **Reply #18 on:** February 24, 2012, 12:46:27 AM »

I keep trying to convince my wife to load baby in the car seat and make a midnight run to Taco Bell.

No dice.

Yet.

MrAngryFace · « **Reply #19 on:** February 24, 2012, 12:59:55 AM »

Fight the good fight!

Shaka Khan · « **Reply #20 on:** February 24, 2012, 01:02:38 AM »

Quote from: Joe Molotov® EDGE™ on February 23, 2012, 02:45:47 PM

Taco Bell: An alternate lifestyle even Rick Santorum can't disapprove of.

spoiler (click to show/hide)

[close]

Barry Egan · « **Reply #21 on:** February 24, 2012, 08:16:53 AM »

Quote from: Mr. Gundam on February 24, 2012, 12:46:27 AM

I keep trying to convince my wife to load baby in the car seat and make a midnight run to Taco Bell.

No dice.

Yet.

Did you inform her that taco bell sales are down? This is about more then a late night snack!

Brehvolution · « **Reply #22 on:** February 24, 2012, 08:22:41 AM »

Quote from: Shaka Khan on February 24, 2012, 01:02:38 AM

Quote from: Joe Molotov® EDGE™ on February 23, 2012, 02:45:47 PM
Taco Bell: An alternate lifestyle even Rick Santorum can't disapprove of.

spoiler (click to show/hide)
[close]

Diunx · « **Reply #23 on:** February 24, 2012, 04:14:44 PM »

Going to taco bell tomorrow in honor of this great day.

Mr. Gundam · « **Reply #24 on:** February 24, 2012, 04:15:53 PM »

Quote from: Spencer on February 24, 2012, 03:04:23 PM

Quote from: Mr. Gundam on February 24, 2012, 12:46:27 AM
I keep trying to convince my wife to load baby in the car seat and make a midnight run to Taco Bell.

No dice.

Yet.
Why can't you just go yourself? SALES ARE DOWN

I can go by myself, that's not a problem. I just thought it would be fun.

MrAngryFace · « **Reply #25 on:** February 24, 2012, 05:17:26 PM »

More people = more sales- though the infant probably doesnt count

Great Rumbler · « **Reply #26 on:** February 24, 2012, 06:09:50 PM »

I want to Taco Bell again today.

Barry Egan · « **Reply #27 on:** February 24, 2012, 06:16:54 PM »

I'm gonna make tacos from home tonight.

Joe Molotov · « **Reply #28 on:** February 24, 2012, 08:29:59 PM »

Quote from: Barry Egan on February 24, 2012, 06:16:54 PM

I'm gonna make tacos from home tonight.

Traitor. At least buy the Taco Bell shells.

Phoenix Dark · « **Reply #29 on:** February 24, 2012, 09:15:58 PM »

3 cheesy burrito crunches

they were $1.05 at the TB I went to, whereas the place closest to my house sells them for .99 cents :'(

Diunx · « **Reply #30 on:** February 25, 2012, 12:16:02 AM »

Are the american taco bells doing anything for the anniversary tomorrow? I hope they have some sweet deals over here.

Mr. Gundam · « **Reply #31 on:** February 25, 2012, 01:05:26 AM »

Brewed beer with the boys tonight.

Two pizzas from Flying Squirrel and a TACO 12 PACK.

Phoenix Dark · « **Reply #32 on:** February 25, 2012, 01:18:16 AM »

Quote from: Mr. Gundam on February 25, 2012, 01:05:26 AM

Brewed beer with the boys tonight.

Two pizzas from Flying Squirrel and a TACO 12 PACK.

Did that one dude bring some .99 cent pretzels or something?

Mr. Gundam · « **Reply #33 on:** February 25, 2012, 01:30:22 AM »

Quote from: Phoenix Dark on February 25, 2012, 01:18:16 AM

Quote from: Mr. Gundam on February 25, 2012, 01:05:26 AM
Brewed beer with the boys tonight.

Two pizzas from Flying Squirrel and a TACO 12 PACK.

Did that one dude bring some .99 cent pretzels or something?

He brought 3 12 oz. bottles of beer for tasting. His wife was at home making dinners for my wife and I, though.

MrAngryFace · « **Reply #34 on:** February 25, 2012, 02:16:55 AM »

Taco fuckin 12 pack.

Phoenix Dark · « **Reply #35 on:** February 25, 2012, 03:50:56 AM »

best way to make friends

hell fuck job resumes, a 12 pack of tacos can get you any job

Himu · « **Reply #36 on:** February 25, 2012, 04:44:00 AM »

Quote from: Creepy Old Guy on February 23, 2012, 02:57:28 PM

I did my part today. Baha Blast!

Positive Touch · « **Reply #37 on:** February 25, 2012, 10:34:20 AM »

what time does t-bell open? its 930 and im fuckin hungry

Howard Alan Treesong · « **Reply #38 on:** February 25, 2012, 11:24:49 AM »

going to try TACO BELL FIRSTMEAL

will report back

if I survive

Howard Alan Treesong · « **Reply #39 on:** February 25, 2012, 01:19:44 PM »

First Meal was pretty good. Their sausage/bacon and egg burritos were on-par with McD's breakfast burritos. Their steak and egg burrito was a lot bigger and tastier - definitely get that one instead. The wrap was horrifying. The Cinnabon poppers are awesome - like tiny BK French Toast sticks stuffed with piping hot cinnamon roll icing. Coffee is good, too.

I took some pics of my HIGH CONCEPT TACO BELL to make MAF mad jelly:

As you can see, it is a Taco Bell from a clean, dystopian future - with smooth, curving surfaces and Cults playing on every flat screen TV.

MrAngryFace · « **Reply #40 on:** February 25, 2012, 01:21:16 PM »

JEALOUS OF YOU!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Howard Alan Treesong · « **Reply #41 on:** February 25, 2012, 01:23:18 PM »

The most important thing I learned this morning is that if Taco Bell wants to make money selling breakfast, they'll need to do it from 1:00-3:00 AM.

Howard Alan Treesong · « **Reply #42 on:** February 25, 2012, 01:27:14 PM »

Van Cruncheon · « **Reply #43 on:** February 25, 2012, 01:37:17 PM »

looks ejaculicious

Joe Molotov · « **Reply #44 on:** February 25, 2012, 03:59:58 PM »

Quote from: Howard Alan Treesong on February 25, 2012, 01:19:44 PM

First Meal was pretty good. Their sausage/bacon and egg burritos were on-par with McD's breakfast burritos. Their steak and egg burrito was a lot bigger and tastier - definitely get that one instead. The wrap was horrifying. The Cinnabon poppers are awesome - like tiny BK French Toast sticks stuffed with piping hot cinnamon roll icing. Coffee is good, too.

I took some pics of my HIGH CONCEPT TACO BELL to make MAF mad jelly:

(Image removed from quote.)
(Image removed from quote.)
(Image removed from quote.)

As you can see, it is a Taco Bell from a clean, dystopian future - with smooth, curving surfaces and Cults playing on every flat screen TV.

It's the future I was promised in Demolition Man.

Himu · « **Reply #45 on:** February 25, 2012, 04:03:01 PM »

Yeah, the Taco Bell near my place is all futuristic and fancy and shit. It's like I'm in Demolition Man.

Phoenix Dark · « **Reply #46 on:** February 25, 2012, 04:12:28 PM »

Future Meal

Mr. Gundam · « **Reply #47 on:** February 25, 2012, 04:24:01 PM »

The Taco Bell in the town where I work looks like identical to that one, Treesong. The one near our house in Seattle, however, is total ghetto old school.

Don Flamenco · « **Reply #48 on:** February 25, 2012, 06:02:22 PM »

Quote from: Howard Alan Treesong on February 25, 2012, 01:27:14 PM

(Image removed from quote.)

yummm fat taco treats

Diunx · « **Reply #49 on:** February 25, 2012, 07:34:27 PM »

The taco bell near me is like that, they have vidya.

Human Snorenado · « **Reply #50 on:** February 25, 2012, 11:36:52 PM »

The type 2 diabetes I'm going to get from subsisting from ONLY those cinnabon things is gonna be SO FUCKING WORTH IT. Who needs feet?

MrAngryFace · « **Reply #51 on:** February 25, 2012, 11:49:13 PM »

Demolition Man future is worth it just for the use of 'boggle'

Eel O'Brian · « **Reply #52 on:** February 25, 2012, 11:52:43 PM »

if all this shit means they are raising the prices i'm gunna be double-decker pissed

Brehvolution · « **Reply #53 on:** February 27, 2012, 11:28:38 AM »

Quote from: MrAngryFace on February 24, 2012, 05:17:26 PM

More people = more sales- though the infant probably doesnt count

Gundam should slip some of that cheese in the bottle. The baby's first word ~~would~~should be 'Mas'.

Phoenix Dark · « **Reply #54 on:** February 28, 2012, 03:46:46 AM »

Quote from: Zero Hero on February 27, 2012, 11:28:38 AM

Quote from: MrAngryFace on February 24, 2012, 05:17:26 PM
More people = more sales- though the infant probably doesnt count
Gundam should slip some of that cheese in the bottle. The baby's first word ~~would~~should be 'gas'.

fixed

Phoenix Dark · « **Reply #55 on:** December 24, 2012, 08:10:55 PM »

bump

Anyone tried the new 99cent burritos? I had them yesterday and liked two - the potato one, and the beefy nacho one; the buffalo chicken is super spicy which I like, but the sauce is meh.

Tried going again tonight but they're closed

Yeti · « **Reply #56 on:** December 24, 2012, 08:38:15 PM »

Some Taco Bell right now would be a Christmas miracle

Joe Molotov · « **Reply #57 on:** December 24, 2012, 08:51:03 PM »

I almost got the Buffalo Chicken Wrapper the other day, but I played it safe and got some steak soft tacos instead.

Great Rumbler · « **Reply #58 on:** December 24, 2012, 09:02:30 PM »

Probably have to go to Taco Bell on the 26th, get some tacos or whatever.

Trent Dole · « **Reply #59 on:** December 24, 2012, 11:50:08 PM »

XXL Nachos are fucking GODLY

News:

Author Topic: Taco Bell - Live Mas (Read 4422 times)