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...