The restaurant chain will air a 30-second spot in the fourth quarter
Taco Bell is back in the Super Bowl limelight, announcing that it will release an ad for the Big Game after a five-year hiatus.
Celebrating its 60-year anniversary this year, the restaurant chain will air a 30-second commercial in the fourth quarter of Super Bowl 56 that “celebrates a modern expression of Live Más.”
Though the brand was mum on specific details about the theme of the ad, it did say that Deutsch LA was a production partner and the fully integrated campaign will include work from Edelman and Spark Foundry.
Taco Bell made its last Super Bowl appearance in 2016, airing a 30-second spot, created by Deutsch LA, that premiered during the first quarter of Super Bowl 50. Titled “Bigger Than Fútbol,” the ad featured star athletes James Harden and Neymar.
Before then, Taco Bell had previously taken a three-year break, releasing a spot for Super Bowl 47 in 2013 titled “Viva Young.” That ad saw the single biggest spike in mentions of a brand on social media with 32,262 related posts per minute, according to Attensity Media.
Effective marketing strategies
The announcement comes on the heels of new company chief global brand officer Sean Tresvant’s start with Taco Bell yesterday. The brand announced the hiring of Tresvant in December. He joined Taco Bell after a 15-year stint with Nike and the Jordan Brand.
If Taco Bell follows its marketing strategies of the past year for the Super Bowl, pop culture will be a focus. In 2021, the company ran a global campaign, giving away free tacos to celebrate the crunchy delight’s similar shape to the moon’s waning crescent phase.
Taco Bell also refreshed its breakfast menu in a campaign that saw the brand name rapper Lil Nas X as chief brand officer and created an anime trailer to promote the return of nacho fries.
In parent brand Yum Brands’ Q3 earnings report released in October, the company announced a fiscal third-quarter net income of $528 million, up from $283 million year over year. Taco Bell’s same-store sales grew 5% in the quarter and 8% on a two-year basis.
Source ADWEEK
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