Taco Bell is enlisting the help of the night sky and the waning crescent moon as the billboard for its first global campaign. On 4 May, the moon will resemble a taco when it is in the waning crescent phase, a shape which Taco Bell affectionally calls the "Taco Moon". When that happens, consumers in the US can snag a free crunchy taco in-store, via the app or online. Southeast Asia is also joining the global campaign, with the Philippines and Thailand kicking it off in the region.
In total, more than 20 markets will celebrate the Taco Moon including Australia, the UK, India, Costa Rica, Guatemala, and Puerto Rico. To announce the Taco Moon, the brand will launch an international integrated campaign, including nine 15-second spots and elements for social and digital. Done in collaboration with California-based creative agency Deutsch LA, the first activation for Taco Moon "I See A Taco" will roll out in the coming months and will be inviting consumers to see tacos everywhere. Edelman was involved in handling PR duties. Taco Bell plans to give out the most number of tacos it ever has on a single day on 4 May.
When asked about the ROI, its spokesperson said: "We cannot disclose but look forward to the success from this campaign considering how much initial buzz it has gotten."
The brand recently expanded into Malaysia, appointing Gitanjali Sriram as head of marketing and communications to oversee all advertising and communications with the collaboration of the Taco Bell International APAC marketing team. At the same time, it also worked with Lion & Lion Malaysia and Edelman Malaysia for its launch.
Inspired by its global "Live Mas" philosophy, the Malaysia team introduced the spirit of "Live Kaw Kaw", a colloquial expression that encourages Malaysians to make every day extraordinary through a unique dining experience. One of the key features in its first Malaysian restaurant is the centrepiece mural art that is an interpretation of how the spirit of Malaysian culture and the Taco Bell brand are perfectly blended. Designed in collaboration with local Malaysian artist Wilson Ng, the mural is part of Taco Bell's commitment to supporting the local creative community. At the same time, the features in the restaurant combine to create a colourful, fun, and Instagram-worthy space.
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