SBD/11/Sponsorships Advertising Marketing

DOUBLE DECKER TACO JUST A START IN THIS RUN FOR THE BORDER

      Taco Bell Corp. "made a big splash with its adoption of
Shaquille O'Neal and Hakeem Olajuwon, but the real changes in the
marketer's game plan are yet to come," report Jensen & Whalen in
the current AD AGE.  A new campaign, "When the Border Calls,"
will hit next month "focusing on core menu items but weaving in
the reduced-fat Border Lights menu."  O'Neal and Olajuwon, both
signed by Taco Bell for two years, will "play a key role" in
holding the chain's core audience of young men.  Olajuwon will
appear in future ads by himself, and talks are "underway with
sister brand Pepsi-Cola."  O'Neal will perform a rap song in an
upcoming radio ad for the Bell, which is created by the Richards
Group, Dallas (Whalen & Jensen, AD AGE, 7/10 issue).
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