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SBD/11/Sponsorships Advertising Marketing
DOUBLE DECKER TACO JUST A START IN THIS RUN FOR THE BORDER
Published July 11, 1995
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).