Lady Gaga Set To Headline SB Halftime Sponsors Activate Around MLB ASG Week Pepsi Beginning Emoji-Based MLB Campaign Mtn Dew To Sponsor DR1 Drone Racing League Pepsi Renews, Strengthens Deal With Cubs The Enthusuiast Network To Operate New Dew Tour Bowl Game Pouring Rights, Concessions Pepsi Not Renewing Citi Field Partnership Jennifer Storms To Be NBC Sports CMO Doritos Ending Super Bowl Ad Contest
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).