Taco Bell Corp.: Want Some? campaign

Rayna Bailey

In 1997 Taco Bell Corp, the sixth-largest fast-food chain in the U.S. and the only Mexican-style fast-food restaurant operating nationwide had experienced two years of declining revenues.

Taco Bell Corp.: Want Some? campaign

Rayna Bailey

OVERVIEW

In 1997 Taco Bell Corp. was the sixth-largest fast-food chain in the United States and the only Mexican-style fast-food restaurant operating nationwide. But in the previous two years the chain had experienced declining revenues. To repopularize itself and cement its brand image as a fun, appealing quick-service restaurant, in mid-1997 Taco Bell released a new marketing campaign created by ad agency TBWA\Chiat\Day of Venice, California.

The $200 million campaign included a number of television commercials, several of which were set in a pink room intended to depict the inside of a...

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