Taco Bell

2. Brands with Courage Survive

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Taco Bell was being sued over the quality of their beef. Store sales were beyond terrible. Everyone from Wall Street to Talk Shows reveled in taking shots at them. Instead of trying to “ride it out” or make incremental changes, they were willing to blow everything up.

Creating the Live Mas campaign for Taco Bell gave the brand a platform to stand for something much bigger than 79 cent tacos. Here is my favorite execution and product launch that we created which embody this new North Star for the brand.

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