Taco Bell: Live Más

US restaurant chain Taco Bell realised it was out of step with the Millennial generation which prompted a brand repositioning from that of “Jester” to “Explorer”.

Taco Bell: Live Más

Draft FCB

Business situation and campaign objectives

Once considered a cool brand in the '90s, the same research now indicated that Taco Bell was considered as a cultural laggard (BrandAsset Valuator, 2010).1 The brand's frat-boy "Jester" image and depiction across American culture in the '90s synced up with the influences and mindset of Generation X. For over a decade Taco Bell enjoyed success as the Mexican-American inspired alternative to a burger-heavy world. However, in the past three years, Taco Bell's sales experienced ups and downs which left sales essentially flat.2The brand hit...

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