Taco Bell names LeBron James as global ambassador as it attempts to drop 'Taco Tuesday' trademark

Mexican fast-food chain, Taco Bell has appointed NBA player LeBron James as its global ambassador to rally support for the brand’s efforts to liberate the phrase 'Taco Tuesday' from its 1989 registered trademark.

Earlier this year, Taco Bell filed a legal petition to cancel its federal trademark registrations for the phrase 'Taco Tuesday' via the USPTO Trademark Trial and Appeal Board to allow food vendors such as independent restaurants and mom-and-pop- taco joints to freely use the term without threat of legal action.

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"'Taco Tuesday' is a tradition that everyone should be able to celebrate. All restaurants, all families, all businesses – everybody," said James in a statement. "'Taco Tuesdays' create opportunities that bring people together in so many ways, and it's a celebration that nobody should own."

James also stars in Taco Bell’s latest commercial titled "Taco Bleep," where he proclaims his excitement for Taco Tuesday but is censored before he can finish saying the phrase.

Through the constant bleeping of the phrase, the ad highlights the absurdity of "Taco Tuesday" being trademarked and encourages the taco community to join together in support of the liberation movement.

"Our passion for liberating 'Taco Tuesday' is fueled by the community of taco enthusiasts that turned two simple words into a cultural phenomenon," says Taco Bell's chief marketing officer, Taylor Montgomery.

"To see the support and excitement in response to our efforts to free 'Taco Tuesday' for everyone is not something we take lightly. And much like Taco Tuesday itself, it's better when shared,” he continued.

As Taco Bell outlets worldwide celebrate Taco Tuesday, every Tuesday consumers in Malaysia will get a free Taco Supreme with a filling and shell of their choice when they purchase an Ultimate Chicken Taco Combo or the Spicy Chicken Taco Combo.

Fans in Malaysia will also get exclusive Taco Bell merchandise that include themed stickers and stylish luggage tags while stocks last, upon a combo purchase for Taco Tuesday.

On the other hand, brands may want to hold exclusive rights over their trademarks as in March, Jack Daniel's was set to take manufacturer VIP Products to court over a dog toy the company created that parodies the alcohol company's bottle, according to legal documents seen by MARKETING-INTERACTIVE.

Jack Daniel's is arguing that the company violated federal trademark law by creating a product in the likeness of the Jack Daniel's bottle to sell its “Bad Spaniels Silly Squeaker” toy that is also emboldened with a poop-themed joke. The case is a landmark one that could redefine how the court applies constitutional free speech rights to trademark law.

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